Underway since July in Quebec, McDonald’s Canada ultra-personalized road trip-themed signage campaign entitled The Essential Pit Stop is now rolling across Canada until early September, inviting vacationers to take a well-deserved break on their way from point A to point B.
“McDonald’s is always a go-to on the road, an indispensable partner for family adventures and getaways with friends,” says Alyssa Buetikofer, Chief Marketing Officer at McDonald’s Canada.
Each disarmingly simple visual uses a strategic piece of the famous Golden Arches to tell a story related to a favourite destination of Canadians. Located in Alberta, New Brunswick, Nova Scotia, Ontario, Quebec and Vancouver, the series of billboards position McDonald’s as the road-trip partner of choice, no matter where people are headed. Executions vary from simple contextual stories when heading to cottage country to specific rendezvous like music festivals.
CREDITS
ADVERTISER: McDonald’s Canada
CLIENTS: Melissa Hains, Suzanne Grondin, Alyssa Buetikofer, Rebecca Smart, Chuck Coolen, Camila Merlano
AGENCY: Cossette
EXECUTIVE CREATIVE DIRECTORS: Jason Hill, Anne-Claude Chénier, Alex Gadoua
CREATIVE DIRECTOR: Cédric Audet
CRAFT CREATIVE DIRECTOR: Alex Jutras
CREATIVE: Cédric Audet, Sébastien Robillard, Charles Desmarchais, Marc-André Lafrance, Francis Gervais, Cass Valchuk, Brianne Collins, Maria Halavrezos, Bruce Whelan, Lisa Chen-Wing, Danielle Morgan, Steve Whittingham
STRATEGY: Jean-Xavier Wilhelmy, Nicole Stanhope
PRODUCT: Vanessa Audigand, Natalie Azoulay, Maria-Laura Laubenthal, Catherine Benda, Kelly Hanley, Ashleigh Gomez, Kim Hestbak, Sarah Densmore, Yana Petrova
VIDEO : Frédéric Aumont-Lemire
MEDIA: OMD
STUDIOS: Septième, Cossette
Taken from: https://www.cossette.com/en/newsworthy/mcdonald-s-canada-expands-its-road-trip-themed-campaign-nationally