Inspired by Big Mac
Promotional Messaging - Series
2023
Cossette, Toronto, ON
t: 416-922-2727
e: awards@cossette.com
w: cossette.com
Ad Agency: Cossette Chief Creative Officer: Saba Quao 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: Saty & Pratha 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 Builder: Dan Mcechern, Rob Lafnec Production Assistant: Sabrina Patail Music and Sound Agency: Berkeley Inc. Creative Director_: Jared Kuemper 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
The Big Mac is a big deal. For over half a century, it’s evolved from an innovative product to a cultural icon. Despite that, research showed that Gen Z wasn’t talking about the Big Mac as the icon it is. We needed to change that perception. If you’re an icon, you shouldn’t have to say it. So rather than telling Gen Z how iconic the Big Mac is, we showed them by partnering with a variety of Gen Z makers to show how the Big Mac could inspire their culture in a way that no other burger could. But to drive home the message, we did it without ever showing the burger at all.