McDonald’s Canada expands its road trip-themed campaign nationally

8/24/2023

Work

Mc Do Pit Stop Group V01 EN
Logo cossette
by Cossette

Underway since July in Quebec, McDonald’s Canada ultra-personalized road trip-themed signage campaign entitled The Essential Pit Stop is now rolling across Canada until early September, inviting vacationers to take a well-deserved break on their way from point A to point B. 

McDonald’s is always a go-to on the road, an indispensable partner for family adventures and getaways with friends.
Brand 01
Alyssa Buetikofer, Chief Marketing Officer at McDonald’s Canada

Each disarmingly simple visual uses a strategic piece of the famous Golden Arches to tell a story related to a favourite destination of Canadians. Located in Alberta, New Brunswick, Nova Scotia, Ontario, Quebec and Vancouver, the series of billboards position McDonald’s as the road-trip partner of choice, no matter where people are headed. Executions vary from simple contextual stories when heading to cottage country to specific rendezvous like music festivals.

Mc Do Pit Stop Insitu V01 EN
In a way, the campaign picks up where Follow the Arches left off a few years ago. There are infinite opportunities for short and playful three-word stories and for them to be adapted to different specific parts of the country—and even the world. But most importantly, they speak directly to road travellers through a unique McDonald’s fan experience.
Cedric Audet
Cédric Audet, Creative Director at Cossette
Essential Pit Stop Launch

Credits

ADVERTISER: McDonald’s Canada
CLIENTS: Melissa Hains, Suzanne Grondin, Alyssa Buetikofer, Rebecca Smart, Chuck Coolen, Camila Merlano
AGENCY: Cossette
EXECUTIVE CREATIVE DIRECTORS: Jason Hill, Anne-Claude Chénier, Alex Gadoua CREATIVE DIRECTOR: Cédric Audet CRAFT CREATIVE DIRECTOR: Alex Jutras CREATIVE: Cédric Audet, Sébastien Robillard, Charles Desmarchais, Marc-André Lafrance, Francis Gervais, Cass Valchuk, Brianne Collins, Maria Halavrezos, Bruce Whelan, Lisa Chen-Wing, Danielle Morgan, Steve Whittingham STRATEGY: Jean-Xavier Wilhelmy, Nicole Stanhope PRODUCT: Vanessa Audigand, Natalie Azoulay, Maria-Laura Laubenthal, Catherine Benda, Kelly Hanley, Ashleigh Gomez, Kim Hestbak, Sarah Densmore, Yana Petrova VIDEO : Frédéric Aumont-Lemire
MEDIA: OMD STUDIOS: Septième, Cossette