2020 Winner

CASE SUMMARY

Compared to consumers in other markets, Quebecers are twice as likely not to think of using their mobile phones to order fast food. McDonald’s needed a way to show them how easy mobile ordering can be using its My McD’s app. Using a technique known as “trompe-l’oeil,” Cossette developed a series of ads that use realistic imagery to make the objects appear threedimensional. Photos of a Quarter Pounder, a McMuffin and a McCafé beverage appeared in POV shots of people holding their mobile phones, helping to draw a connection between phone use and fast-food ordering.

Credits

Client: McDonald’s
Senior Marketing Manager - Québec: Mélanie Courtois
Regional Marketing Supervisor - Québec: Melissa Hains

Agency: Cossette
Global Chief Creative Officers: Carlos Moreno, Peter Ignazi
VP, Creative Advertising: Anne-Claude Chenier
VP, Design & Branding: Barbara Jacques
Creative Directors: Patrick Michaud, Alex Gadoua
Art Director: Alexandre Jutras
Copywriter: François-Julien Rainville
Account Directors: Vanessa Audigand, Sophie Couvrette
Account Manager: Adèle Forges
Planner: Simon Bédard

Post-Production: Septième
Retoucher: René Lachapelle