THE NAVIGATE POSTER

ClientMCDONALD`S
Category B03. Posters
TitleTHE NAVIGATE POSTER
Product/ServiceFMCG
Entrant LEO BURNETT MOSCOW, RUSSIA
Idea Creation LEO BURNETT MOSCOW, RUSSIA
Credits
Name Company Position
Ilya Pryamilov Leo Burnett Moscow Creative Director
Elizaveta Matveeva Leo Burnett Moscow Art Director
Veronika Ustuzhanina Leo Burnett Moscow Copywriter
Victoria Semikasheva Leo Burnett Moscow group account director

Background

When guiding tourists towards a monument or a place of interest, the locals often use McDonald’s restaurants as landmarks. They usually say: "Go straight ahead, then at McDonald’s take a right. That's exactly it, you go to McDonald's, then you turn left. Continue all the way to McDonald’s, then turn right and walk down the street to the river".

Describe the creative idea (40% of vote)

For this series of posters we took the most popular tourist routes in different cities with a starting point in the places where people usually ask for directions: railway stations, bus stops, (museum) ticket offices, tourist attractions, shopping streets, etc.

Describe the execution (40% of vote)

In our posters, we used objects nearby start point and drew a map with routes on them. All layouts are made without a logo or brand slogan.

List the results (20% of vote)

The McDonald’s logo has become a universal symbol and a part of the global cultural context.