McDonald’s creates their own system of traffic signs out of the golden arches

Posted on Posted in Beloved Brands in the Market

McDonald’s outdoor ads have added to our traffic signs around the world. They have taken a part of the iconic golden arches and turned into direction signs.

McDonald's outdoor ads



The other day, I saw one of these outdoor McDonald’s ads and it captured me right away. And, I knew the brand and I wanted McDonald’s fries right now!!! Today, I saw the whole system of signs and I am completely blown away. I must say it was one of the most brilliant executions I have seen in a while. I had one of those why didn’t I think of this?” moments. I am jealous. I wish I made this. And, those are the natural signals of when you know you have made great work. Congratulations to Cossette Agency.


  • I love the simplicity of using the brand’s logo.
  • The potential consistency across cities and countries would make it instantly recognizable and ownable for the brand.
  • It will have the ability to tempt consumers, as it will be one more visual triggers of desire for the brand.
  • Wow. Nice job McDonald’s.

And now, you owe it to us to get this in 80 countries fast. Go.


Here’s a 45-second video to showcase the outdoor system.

The smart and creative thinking behind great advertising

The best advertising must balance being creatively different with being strategically smart. Find your sweet spot for where the work is different and smart.

Creative Advertising Execution

When ads are smart but not different, they get lost in the clutter. It is natural for marketers to tense up when the creative work ends up being “too different.” In all parts of the business, marketers are trained to look for past proof as a sign something will work. However, when it comes to advertising, if the ads start off too similar to what other brands have already done, then the advertising will be at risk of boring your consumers, so you never stand out enough to capture their attention. Push your comfort with creativity and take a chance to ensure your ad breaks through.

When ads are different but not smart, they will entertain consumers, but do nothing for your brand. You need advertising that is smart enough to trigger the desired consumer response to match your brand strategy.

To read our story “The 10 steps of the creative advertising process” click on this link below:


At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

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