Happy Moving Day

Poster - Series



Winner: Cossette Client: McDonald's Restaurants of Canada Limited Global Chief Creative Officer: Carlos Moreno, Peter Ignazi VP Design and Branding: Barbara Jacques Creative Director: Patrick Michaud Art Director: Alexandre Jutras VP Creative Advertising: Anne-Claude Chénier Copywriter: Patrick Michaud Retoucher: René Lachapelle Producer: Annie Vanier Media Director (OMD): Emilie McAllister Media Strategist (OMD): Lea Desourdy Senior Marketing Manager (client): Chuck Coolen Regional Marketing Supervisor (client): Melissa Hains

In Quebec, Canada, some 80% of residential leases end on July 1, making it the province’s “official” moving day. And because moving day is typically associated with pizza, the challenge was to convince Quebecers that the payoff for a hard day’s move could also be food from McDonald’s. This year, we recreated popular menu items using actual colorful cardboard boxes, carefully arranged. Versions of the world’s most famous fries, an ice cream cone and a coffee cup were displayed.