McDonald's Canada Earns Some Street Cred
February 12, 2018
McDonald’s Canada is riffing on millennial culture with its latest “Big Mac x Bacon” campaign to celebrate the 50th anniversary of the Big Mac.
The “limited-edition collaboration” developed by Cossette introduces the iconic sandwich to bacon and takes a cue from hyped-up fashion collabs like Alexander Wang x Adidas and Fenty x Puma.
“The Big Mac and bacon are two of the most talked about foods on the planet. They’re bonafide culinary celebrities,” says Peter Ignazi, global chief creative officer of Cossette. “So when the two get together, it’s the ultimate collaboration. We wanted to position the Big Mac x Bacon to rival the likes of Adidas and Kanye.”
A teaser during the Grammys telecast at the end of January hinted at a big collaboration called BMxB, before the full rollout of the campaign dropped last week. Arty black-and-white ads on TV, outdoor and online pump up the idea of the partnership being one that has major cultural impact. Cossette also developed a custom playlist, a sponsored playlist and ads for Spotify, and is engaging influencers on social media to help spread the word.
“All the work during the teaser phase really shines for us. It ended up doing exactly what we wanted,” says Ignazi. “There were posts all over social media speculating what was dropping on January 30, and what ‘BMxB’ meant. When the mysterious 15-second commercial during the Grammy’s promised ‘the combination of two greats,’ a few keen viewers thought for sure it was the collaboration between Bruno Mars and Beyoncé.”
He continues, “Sneaker culture takes itself really seriously—hour-long lineups just for a chance to buy a pair of rare shoes you’ll never even wear. But the Big Mac is one of the most widely available products on the planet, and as most people have realized, you can still ask to add bacon to it after the “limited-edition” promotion ends.”
Check out some of the spots below.
Credits
Client: McDonald’s Restaurants of Canada Limited
Chief Marketing Officer & SVP: Antoinette Benoit
Senior Advertising & Media Manager: Hope Bagozzi
Senior Marketing Manager: Jean Guillaume Bertola
National Marketing Manager: Rebecca Smart
Regional Marketing Supervisor: Mélissa Hains
National External Communications Manager: Adam Grachnik
Agency: Cossette
Title: Big Mac x Bacon Limited Edition Collaboration
Chief Creative Officers: Carlos Moreno, Peter Ignazi
Group Creative Director: Simon Clancy
Creative Directors: Ed Morris, Troy McGuinness, Patrick Michaud
Art Director: Spencer Dingle
Copywriters: Jordan Hamer, Ben Duquette
Designers: Oleg Portnoy, Eric Wood
Agency Producers: Barb Gibson, Marie-Pier Poulin
Content Strategist: Youri Hollier
Director, Strategy: Jon Crowley
VP, Strategy: Scott McKay
Account Executives: Yvonne Li, Michaela Crompton
Account Supervisor: Asmait Hailu
Account Director: Lindsay Mertiri
Group Account Director: Serene Gaspar
SVP, Managing Director: Kathy McGuire
Product Manager: Chloe Drolet
Studio Director: Raquel Mullen
Senior Retoucher: Trevor Gauthier
Senior Production Artist: Graham Washer
Senior Digital Project Manager: Jeff Maynard
Production House: FRANK Content
Director: Craig Brownrigg
Line Producer: Marie Robertson
Executive Producer: Danielle Kappy
Director of Photography: Stuart Campbell
Food Stylists: Carol Brown, Noah Witenoff
Colour/Transfer Facility: Alter Ego
Colourist: Wade Odlum
Colour Assistant: Kevin Wu
Online Facility: Alter Ego
Executive Producer: Cheyenne Bloomfield
Motion Graphics Designers: Ian Flaig, Rob Fisher
VFX Artists: Steven McGregor, Andres Kirejew
VFX Assistant: Sebastian Boros
Casting: Mann Casting
Casting Director: Steven Mann
Offline Edit: Married to Giants
Editor: Raj Ramnauth
Audio House: Berkeley Inc.
Audio Engineer: Jared Kuemper
Photography: Fuze Reps
Photographer: Carlyle Routh
Production House: Soda
Executive Producer: Mina Jang
Photographer: Nick Hall-Wood
Media Agency: OMD
Strategy Supervisor: Logan Lindsay
Digital Specialist: Kyla Ames
Account Manager: Kathy O’Meara
Vice President Group Director Broadcast: Doug Scott
PR Agency: Weber Shandwick
Director, Client Experience: Lauren Thomson
Senior Art Director: Brendan Watson
Supervisor, Integrated Media: Nare Tutundjian
Senior Associate, Integrated Media: Fatma Othman
