McDonald’s is always around the corner
7/4/2024
Work
by
Cossette
On July 1st, moving day in Quebec is a whirlwind of emotions for many. McDonald's Canada wanted to be a part of this day, demonstrating that their restaurants are always reliable, no matter where one calls home.
Come moving time, you’re always looking for something. You look for boxes, you look for parking, you look for what you’re going to eat. But the one thing you don’t have to look for is a McDonald’s.
François-Julien Rainville, Associate Creative Director at Cossette
With the “Never Far Away” campaign, we gave a nod to the moving frenzy by positioning McDonald's as the constant companion of Quebecers.
Taking inspiration from the “Where's Waldo?” game, our campaign features a series of visuals where the iconic golden arches playfully hide within moving scenes. It’s a fun reminder that even in the chaos of boxes and new beginnings, McDonald's stands as a familiar and comforting presence.
The campaign was launched in print and on billboards in the Montreal area, and on social networks on July 1, 2024.
Credits
Client: McDonald’s Canada
Senior marketing director, brand strategy: Mélissa Hains
Marketing director: Suzanne Grondin
Regional marketing supervisor: Noémie Duchesne
Creative agency: Cossette
Chief creative officer, Cossette East: Anne-Claude Chénier
Executive Creative Director: Alexandre Gadoua
Creative director, craft & production: Alex Jutras
Associate creative director: François-Julien Rainville, Philippe Brassard
Art directors: Guillaume St-Hilaire, François Hiron
Copywriters: François-Julien Rainville, Philippe Brassard, Steven Morie
Director, Business lead: Natalie Azoulay
Product Manager: Catherine Benda
Agency production (Septième): Laurence Houle
Production house: Consulat
Producer: Éliane Sauvé
Photographer: Jocelyn Michel
Set designer: Sylvain Lemaître
Head of lighting: Olivier Racine
Photo assistant: Jean-Christophe Jacques
Set design assistants: Émilie Beaumier, François Bernier
Coordinator : Marie-Clarys Taillon
Retoucher: Béatrice Munn
Media agency : OMD