Inspired by Big Mac

Entire Advertising Campaign

2023

Cossette , Toronto, ON
w: cossette.com

Ad Agency: Cossette Executive Creative Director: Jason Hill Creative Director: Justin Luu, Lorne Heller Managing Director: Bryden McDonald Senior Strategy Director: Geoff Gingerich Senior Strategist: Niki Coulson Business Director: Adam Eliesen Account Supervisor: Zoe Starkman Account Executive: Rachel Edelmeier Producer: Alicia Roberts Co-Producer: Oyin Olalekan Print Producer: Susan Goodfellow Social Content Creator: Christine Boachie Editor: Mike Colangelo Motion Graphics Designer: Sam Perrin Design Director: April Tran Media Agency: OMD Associate Director of Strategy: Kyla Ames Senior Strategist: Mikayla Smith PR Agency: Weber Shandwick Director, Client Experience: Milena D’Agostino Senior Associate, Integrated Media: Kelsey De Melo Production Company: Arthouse Agency Photographer/Director: Saty & Pratha Executive Producer: Natalie Frenkel Director of Photography: Ali Khurshid Camera Assistant: Sammie Sivangsouk Photo Assistant: Ryan Francoz, Dustin Parr Digital Tech: Eric Brazier Prop Stylist: Dani Reynolds Prop Assistant: Sarah Wright Set Builders: Dan Mcechern, Rob Lafnec Production Assistant: Sabrina Patail Music/Sound Agency: Berkeley Inc. Creative Director and Engineer: Jared Kuemper Executive Producer: Tyna Maerzke VFX and Colour: Darling VFX VFX Assistant: Russell Hanson, Alyssa Schmidt Executive Producer: Cheyenne Bloomfield Colourist: Adam Kemp Big Mac Floral Design: Jaime McCuaig Big Mac Cowboy Boots: Carly Schwind Big Mac Grills: Terrel Odia Big Mac Makeup: Ronnie Tremblay Big Mac Nail Art: Manuela Villegas Big Mac Dress: Jessica Papp Client: McDonald’s Canada Chief Marketing Officer: Alyssa Buetikofer Marketing Director, Brand Strategy: Rebecca Smart Senior Manager, National Marketing: Andrew Mumford National Marketing Supervisor: Nabiha Advani Manager, Social & Brand: Fatma Othman

It's one thing to say you're an icon. It's another to prove it. So to change perception around the Big Mac, we did just that, developing a campaign that illustrated its iconic status without ever needing to show the burger itself. Instead, we leveraged its iconic color palette and layer system to show younger generations how the Big Mac could inspire their culture like no other burger. We partnered with Gen-Z makers from across Canada, each specializing in a different form.