McDonald’s famous Golden Arches have been described as the most recognizable symbol in the world, with greater brand recognition than even the Christian cross.
They are such a core component of the McDonald’s brand, and so universally recognized, that even showing them partially—such as the famous “Follow the Arches” campaign that’s still in contention for greatest Canadian ad of the 21st Century in our first-ever Campaign Cup—is capable of generating instant recognition.
Cossette is again using just part of famous “M” in a campaign for the revamped McCafé brand called “Rise and Shine.” The campaign promoting a $4 plus tax breakfast deal is running through April 8 across print, out-of-home, and digital/social.
The executions variously show a businessman crossing the street, construction workers on a job site, or a student headed to class. They’re all bathed in a slightly curved golden ray of light that’s instantly recognizable as belonging to the Golden Arches, showing how the QSR can brighten your morning.
“On top of showcasing McCafé’s complete offering, we took this opportunity to bring the new brand image to life,” said Cossette art director Philippe Leblanc. “Each scene shows how the beverages address different needs, all while highlighting the colours and graphic elements of the new packaging.”
Media for the campaign was handled by OMD.
