Cossette: McDonald’s underlines its role in Quebec’s Moving Day

McDonald’s has always understood family life. It has created dozens of emotive commercials that embedded itself in that. Now it has shown its understanding of local culture in Quebec, Canada. In Quebec, people move house on the same day, every year, July 1. Apparently, it has been like that for centuries – a tradition, but not a legal requirement that dates from the time when the province used to mandate fixed terms for leases of rental properties.

Moving Day is a day of upheaval and a day of opportunity for fast food chains. McDonald’s’ agency, Cossette has seized that opportunity, creating an outdoor campaign whose medium is the back of movers’ trucks. Each execution depicts the inside of a truck in which people’s possessions are stacked to resemble classic McDonald’s menu items – a burger, fries and an Egg McMuffin.

Credits:

Agency: Cossette

Creatives: Guillaume St-Hilaire, François-Julien Rainville, Alexandre Jutras, Ben Duquette, Alexandre Gadoua & Barbara Jacques
Account Management: Pauline Gomis