We set out to increase the foot traffic to our many restaurants by celebrating its many locations thru a super simple, yet precise and informative directional system. A solution that was immediately recognizable and ownable to the McDonald’s brand. The posters playfully celebrate the iconicity of the brand and show how easy it is to find a restaurant near you.

The poster campaign ran nationwide.

Most McDonald’s restaurants in German cities are located directly in the cross section of busy well-known streets. With the use of a typographical trick, where the iconic McDonald's logo plays a double role by also functioning as the letter M, W, B or E, we could cross the names of two streets and mark the exact intersection where the McDonald's restaurant is located.

By using a very reduced language combined with the iconic logo, we managed to ignite the appetite and simultaneously communicate to all trafficants alike, exactly where to find us.

McDonald’s is located almost everywhere. So is outdoor advertising.

This allowed us to turn the traditional outdoor poster into a useful, directional street sign for our restaurant. By using a very reduced language combined with the iconic logo, we managed to ignite the appetite and simultaneously communicate to all trafficants alike, exactly where to find us.

With the use of a typographical trick, where the iconic McDonald's logo plays a double role by also functioning as the letter M, W, B or E, we could cross the names of two streets and mark the exact intersection where the McDonald's restaurant is located.

We created a simple, yet precise and informative directional system rooted in the very foundation of the brand: the logo. The result was a series of useful and immediately recognizable orientation signs, using only street names and the Golden Arches to show you the way.

Although the campaign is still ongoing, we have already seen great results: we have increased the number of customers to our restaurants in the affected cities in a very short space of time.

But that's not all: our unique, directional system will soon be adopted in other markets around the world.