2020 Winner

BronzePoster Campaign

BronzeNewspaper Campaign

McDonald’s Canada
"McMobile"
Cossette

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