In Canada, July 1 is Moving Day. Yes, a day for moving into a new home. The well-practised tradition dates back to when Canada used to command fixed terms for leases on rental properties. And yes, it’s a hectic day in the country.

This year, McDonald’s is highlighting itself as a Moving Day godsend with a print, OOH and social campaign by Cossette, Always Around the Corner. The campaign’s three static visuals draw inspiration from Where’s Waldo?. The emblematic Golden Arches were cleverly hidden in Moving Day scenes, reinforcing McDonald’s presence in their daily lives, familiar, friendly presence on what is often a very emotional day.  

“July 1st is a special day for everyone moving in Quebec, and McDonald’s is delighted to be part of it,” noted Suzanne Grondin, marketing manager – Quebec, at McDonald’s Canada. “With our 300 restaurants across the province, Quebecers can count on us, no matter where they live.”

“Come moving time, you’re always looking for something,” added François-Julien Rainville, associate creative director at Cossette. “You look for boxes, you look for parking, you look for what you’re going to eat. But the one thing you don’t have to look for is a McDonald’s.”

Credits
Client: McDonald’s Canada
Marketing Directors: Mélissa Hains & Suzanne Grondin
Marketing: Noémie Duchesne

Creative Agency: Cossette
Chief Creative Officer: Anne-Claude Chénier
Executive Creative Director: Alexandre Gadoua
Creative Director: Alex Jutras
Associate Creative Directors: François-Julien Rainville & Philippe Brassard
Art Directors: Guillaume St-Hilaire & François Hiron
Copywriters: François-Julien Rainville, Philippe Brassard & Steven Morie
Business Director: Natalie Azoulay
Product Director: Catherine Benda
Media: OMD Canada

Production Company: Septième
Producer: Laurence Houle
Production: Consulat
Producer: Éliane Sauvé
Photographer: Jocelyn Michel