McDonald's Signs Campaign

Authenticity has become so novel that’s it’s actually a clutterbuster. The McDonald’s “Signs” ad stood out as different because it was. Amid a whirr of fast-moving eye-candy, “Signs” is a simple slideshow of about 20 photographs. Each image shows some local “lovin’” displayed beneath the Golden Arches. Messages such as “WE BELIEVE IN YOU CRYSTAL” and “HAPPY 95 BIRTHDAY WOODY WE LOVE YOU” offer a glimpse into the history of franchises’ involvement in their communities, during the good times and the bad. “Signs” is honest, simple and straightforward, set to the catchy tune “Carry On” by the indie-pop band fun. Viewers don’t need to know the specifics of the signs for the message to come across. Everyone knows their own 95-year-old birthday boy, their own Crystal. Some of these images are emotive and powerful. Others are warm and nostalgic. It’s hard to not feel an emotional connection. The Challenge: Breakthrough the clutter of the NFC Playoffs and Golden Globes using the power of storytelling and nostalgia. The Solution: A dead simple Tumblr page ceded with curated examples of heartwarming messages on the signs that McDs had available but then invite participation through submission of fans own imagery.