When MapQuest’s decision to keep Lake Ontario on its maps sent the 30-year-old brand to No. 1 in the U.S. App Store and drove 2.5 million new downloads (usage roughly 50 times normal), Quality Meats saw an opportunity to extend the moment.

Developed from concept to execution in a matter of days, the campaign is appearing in Chicago, Los Angeles, New York, San Francisco, Toronto and Washington, D.C. The six-foot-tall wild postings recreate MapQuest’s classic printed directions, with each mapping a real route from its exact location to Lake Ontario, original name included.

The campaign’s line makes the position crystal-clear, “It’s still Lake Ontario. And we’re still here.”

The creative reflects the 30-year-old map company’s ethos of maintaining map accuracy and familiarity – while having a little fun. It highlights MapQuest’s current point of view about familiar, useful mapping, and its deep reservoir of cultural nostalgia. The creative makes use of what people remember about MapQuest. The details reward a closer look. Each poster recreates the old printed MapQuest directions scaled to 3 metres tall. It takes the viewer back to early 2000 road trips – the string of exit numbers and highway sign icons; the banner ad for discount printer cartridges;  the long URL at the bottom of each page – accompanied by that random blank printed page at the end. The details reward a closer look.

The location strategy adds another layer. The work is appearing near MapQuest’s Los Angeles headquarters; close to major tech hubs in San Francisco; near Grand Central and the Canadian Consulate in New York; in the Great Lakes city of Chicago; practically on Lake Ontario in Toronto; and in the heart of Washington, D.C.

“People rely on maps to make the world feel navigable and familiar. While keeping the names that people know and trust, this campaign brings our commitment to life while tapping into 30 years of nostalgia, and puts it all right back on the map,” stated Doug Berger, MapQuest’s General Manager.

“We like it when challenger brands actually take on that bold challenger stance”, added Gordy Sang, co-founder & co-CCO of Quality Meats. “So we felt there was an opportunity to not only double down on Mapquest’s POV and organically continue the conversation, but also remind people of the love and nostalgia they have for the brand (and that it still exists), and for those who don’t remember, introduce them in a fun, authentic way.”