McDonalds Essen Sign

McDonalds in Germany has won a gold award at Montreux International Advertising and Media Festival for “Essen”, a poster playing on the double meaning behind the name. “Essen”, a city in the Ruhr region of Germany, shares its name with one of the German words for food. McDonald’s agency in Germany HEYE & Partner developed a special German autobahn exit sign to Essen, guiding customers to their next McDonalds restaurant.

McDonalds Essen poster


The Essen ad was developed at HEYE & Partner, Munich, Germany, by creative directors Alexander Bartel and Martin Kießling, copywriter Günther Marschall, art directors Florian Klein and Emil Möller.