Quick question: when friends help you move, what’s an easy way to thank them for their help? If you’re like most Canadians, you probably think “pizza.” McDonald’s wanted to change that habit in Quebec, where the vast majority of rental leases end on July 1 (the province’s unofficial “moving day”). OOH media and wild postings showed McDonald’s menu items recreated with colourful cardboard moving boxes. Everything from coffee to ice-cream to fries got the blocky treatment as a subtle hint to those hauling their belongings to their new apartments to ditch the pizza for a Big Mac and fries.