Rise and Shine

Art Direction for Static Ads

2024

Cossette, Quebec/MontrealToronto/Vancouver
w: cossette.com

Agency: Cossette Production House: Septième Production Studio: Dogsled Studio Media: OMD Client: McDonald’s Canada Chief Creative Officer, Cossette East: Anne-Claude Chénier Executive Creative Director: Alexandre Gadoua, Jason Hill Creative Director: Alexandre Jutras, Cédric Audet Copywriter: François-Julien Rainville Art Director: Philippe Leblanc Account Director: Natalie Azoulay Product Owner: Laurence Veillette Production Adviser: Martin Lemay Retoucher: Daniel Cartier Infography: Mariette Parrod

McDonald's recently rebranded its coffee cups and was looking for an original way to spread the word. Leveraging early morning scenes featuring corridors of light created by the sunrise, the campaign consisted of a series of visuals depicting parts of McDonald's iconic golden arches, reminding people that McD's is the destination of choice for starting the day off right. The visuals line up to form the brand logo, incorporating the colours and graphic elements of the new packaging.