CANNES, France—A clever and minimalist approach to sending motorists toward the nearest McDonald’s has won the Grand Prix at this year’s Cannes Lions, as has a Daily Show activation that created a “presidential library” of Donald Trump’s tweets.
Canadian agency Cossette created the “Follow the Arches” campaign, which cleverly cropped the McDonald’s golden arches to create direction arrows, with copy such as “on your left,” “on your right” and “just missed us.”
“It’s very deserving,” said Outdoor jury president Chris Garbutt, global chief creative officer of TBWA Worldwide. “If you live in Canada or the U.S., there’s all these ugly billboards on the highways that give you the next turnoff to a restaurant. (McDonald’s) took something and reframed it. It’s iconic. It’s confident.”