While most brands put their regular logo and an arrow as a direction for their customers, McDonald’s has taken a more novel approach with the latest campaign.

TBWA/Paris is behind the creative campaign by the brand to make signposts into art. The campaign features iconic Fries in a series of simple, brightly coloured posters that transform the instantly recognisable McDonald’s French fries into directional arrows for motorists. These ads are inspired by minimalism, the emblematic artistic movement of the 21st century. According to the direction, 8 pop colored posters are proposed to make 64 different combinations. The campaign was art directed by Emile Chiumino and Camille Roulant.

McDonald’s won industry plaudits, including a Cannes Outdoor Grand Prix, for its 2018 campaign using the Golden Arches to create directional signposting. It’s an eye-catching idea that may also whet your appetite, as well as being another helpful way to direct customers to the nearest point.