McDonald's Canada's new outdoor campaign from ad agency Cossette and media agency OMD, Novus, includes just four billboards in high-traffic areas in Toronto. It worked beautifully and there is no reason for the fast food giant to replicate the idea worldwide.
According to a McDonald spokesperson, "To create a new way-finding system, we noticed that the directions were right there in the logo. By cropping the Golden Arches into a directional path, and reducing the visuals to only what's essential, we transformed an underutilized media space into a simple unified design system adaptable to any market around the world."
In November 2017, the brand had come up with another clever idea - this time in the UK. The fast-food chain and Leo Burnett are running an intriguing out-of-home campaign that targeted drivers on busy highways at peak times of the day. Digital billboards placed alongside the road featured a Big Mac when traffic was light, but once it started to build, the creative switched to McDonald's familiar golden arches with copy that read, "Stuck in a jam? There's a light at the end of the tunnel."