A clever new campaign by McDonald's underscores how people around the world navigate cities using McDonald’s locations. The out-of-home ads feature a variety of items including a coffee cup, a receipt, Google translate, a napkin, and a flyer that have been transformed into maps to help tourist orientate themselves in unfamiliar places.
The campaign was designed by Leo Burnett Moscow to showcase routes to iconic tourist destinations across five major cities including the Louvre in Paris, France; Ming Palace in Nanjing, China; Westminster Cathedral in London, UK; the Flatiron Building in New York City, USA; and the Duomo in Milan, Italy.
The interesting campaign shows the universalness of the fast-food chain and how it can be used as a landmark across the globe. The navigational campaign helps international customers feel connected to the brand and each other.