In a brand new campaign of McDonald’s from Cossette crops the iconic curvy Golden Arches to direct people to the nearest McDonald’s restaurants. The “Follow the Arches” campaign turns bits of the giant yellow M into directional billboards, giving drivers easy-to-follow signs to get their McDonald’s fix. The billboards have been strategically placed to help commuters reach the nearest fast food restaurant. Currently, the campaign includes just four billboards (three static and one digital) in high-traffic areas across downtown Toronto and the greater Toronto area. However, according to Peter Ignazi, chief creative officer at Cossette, the concept could eventually solve the problem of hundreds of differently designed directional posters in Canada as well as around the world.