McDonald’s Canada invites vacationers to take a well-deserved break on their way from point A to point B
8/14/2023
Work
by
Cossette
To leverage the annual construction holiday, we teamed up with McDonald’s Canada to take over billboards along Québec roads with a road trip-themed signage campaign entitled “L’arrêt obligatoire” (The Essential Pit Stop).
More than 60% of Quebecers say they like to hit the road to visit the province in the summer. McDonald’s is a go-to on the road, an indispensable partner for family adventures and getaways with friends.
Melissa Hains, Senior Director, Field Marketing, 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 summer destination of Quebecers. The series of billboards position McDonald’s Canada as the road-trip partner of choice, no matter where people are headed. It’s the first phase of a campaign that will soon be rolled out across Canada.
In a way, the campaign picks up where “Follow the Arches” left off a few years ago. There are infinite opportunities for wordplay and for it to be adapted to different parts of the country—and even the world. But most importantly, it speaks directly to road travelers, who’ll have fun trying to figure out the various executions.
Cédric Audet, Cossette Creative Director, Cossette
The campaign is currently running and has been since July 28.
Credits
ADVERTISER: McDonald’s Canada
CLIENTS: Melissa Hains, Suzanne Grondin
AGENCY: Cossette
CREATIVE: Anne-Claude Chénier, Cédric Audet, Sébastien Robillard, Charles Desmarchais, Marc-André Lafrance
STRATEGY: Jean-Xavier Wilhelmy
PRODUCT: Vanessa Audigand, Natalie Azoulay, Maria-Laura Laubenthal, Catherine Benda
MEDIA
OMD
STUDIO
Septième