Shea Weber pits himself against a cowboy for McDonald’s Canada | Cossette

Shea Weber pits himself against a cowboy for McDonald’s Canada


Shea Weber

Montréal Canadiens player Shea Weber faces off against a cowboy from Western Canada in a duel as impressive as it is unconventional for McDonald’s Canada’s all-new McPlayer campaign, created by Cossette.

This year, the McPlayer promotion serves up the Mighty Angus Burger, featuring 100% Canadian beef from farms in Western Canada. In the McDonald’s Canada advertising universe, Western Canadian cowboys get the honour of certifying the burger. Having grown up in the West, Shea Weber, one of the Montréal Canadiens’ toughest players, was the perfect person to face the unshakeable cowboy in a race to determine whether he too was worthy of certifying this mighty burger.

“Our idea was to create an unlikely, larger-than-life duel between two greats from two radically different worlds,” explained Antoine Bécotte, Chief Creative Officer at Cossette. To bring this duel to life, a 200-foot (60 m) synthetic skating rink was built in the middle of the Rockies. The length corresponds exactly to that of an NHL rink, end to end. Filming the commercial required a team of 40 people.

Shea Weber won the challenge by covering the distance in 6.15 seconds, reaching a speed of approximately 35 km/h. His “opponent” was rodeo champion and professional stuntman Greg Schlosser.

From September 5 to October 2, it will be the public’s turn to go up against Shea Weber. An interactive installation equipped with facial-recognition technology that can detect blinking was set up in a Montréal bus shelter at the corner of Peel and René-Lévesque. Passersby can challenge a virtual Shea Weber to a stare-down, where the first to blink loses.

It’s Shea Weber’s famously impenetrable gaze that inspired the agency to create this activation. “Pro athletes often exchange intense stares with their opponents,” added Antoine Bécotte. “With this duel, Habs fans can see how they’d measure up against Shea Weber if they had to face off against him.”

On September 12, passersby who won the duel scored a Mighty Angus Burger. Media representatives and influencers also took advantage of the chance to square off against Shea Weber’s steely gaze.

“The partnership between McDonald’s and the Montréal Canadiens has been uniting hockey fans around the same table for 25 years,” said Chuck Coolen, Senior Marketing Manager, Eastern Canada at McDonald’s. “Both brands have a rich history with Quebec consumers, and our McPlayer platform gives us a unique opportunity to combine our love for our national sport with a superior quality burger that customers adore.”

In the past, McPlayer promotions for McDonald’s Canada focused on players Max Pacioretty (Max in Boston), Zdeno Chara (Big Love), and Brendan Gallagher and Alex Galchenyuk (Create Your Taste).

As part of this campaign, Cossette developed 30- and 15-second TV spots; 60-, 30- and 15-second online and social media videos; and a making-of. The agency also created print ads and dynamic and static signage for bus shelters. The campaign will run until October 2, 2017.


Advertiser - McDonald’s Canada
Agency - Cossette
Media agency - OMD
Public relations - Weber Shandwick
Media - Quebecor
Technology - LaBox
Production company - Roméo & Fils 
Sound - Apollo Studios

About McDonald’s® Canada

In 1967, Canada welcomed its first McDonald’s restaurant in Richmond, B.C. Today, McDonald’s Restaurants of Canada Limited is part of the Canadian fabric, serving close to three million guests every day. McDonald’s and its franchisees are proud to employee nearly 90,000 people from coast to coast, and approximately 85% of the 1,400 restaurants in Canada are locally owned and operated by independent entrepreneurs. Of the almost $1 billion McDonald’s spends on food, over 85% is purchased from 100+ Canadian suppliers. For more information about McDonald’s Canada, visit

About Cossette

Cossette is a fully integrated marketing communications agency offering a complete range of cutting-edge communications services. Cossette is a community of specialized talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine, is a Platinum-level Aon Hewitt Best Employer, and is on Ad Age magazine’s list of Best Places to Work. The agency has offices in Halifax, Québec City, Montréal, Toronto, Vancouver and Chicago, and has been making strides to become a major player amongst global agencies. To learn more, visit

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For more information:

Roxanne Chaudier
514 827-8315