2020 Winner

CASE SUMMARY

The existential debate around the makings of a Big Mac caught fire when McDonald’s decided to add a layer of bacon to its classic burger, once again. It introduced Big Mac Bacon in 2017 for a limited time and had two fictitious guests bicker about the details of the beef burger’s name (and whether it’s really a Big Mac if there’s bacon sandwiched between patties) to promote it. Then, in early 2020, the two came back to quibble over the same topic, with the third spot in the series incorporating the friendly young faces from the brand’s “Friends Wanted” campaign as they joined the debate and also found themselves agreeing to disagree.

Credits

Agency: Cossette
Global Chief Creative Officer(s): Peter Ignazi, Carlos Moreno
Group Creative Director: Jon Freir
Creative Director/Copywriter: Jordan Cohen
Creative Director/Art Director: Kevin Filliter
Associate Creative Directors: Spencer Dingle, Jordan Hamer
Designer: Bruna Macedo
Agency Producer: Sarah Moen
VP, Group Strategy: Nancy Beattie
Account Executive: Nicole Kerrigan
Account Supervisor: Fiona Turner
Account Director: Danielle Shedletzky
VP, Group Business Lead: Darrell Hurst
SVP, Managing Director: Kathy McGuire
Production Manager: Raquel Mullen
MTL Production Manager: Nancy Verdon/Josyane Comeau
Senior Retoucher: Trevor Gauthier

Production House: Radke
Director: Michael Clowater
Executive Producer: Scott Mackenzie
Executive Producer/Head of Production Services: Tony DiMarco
Director of Photography: Brendan Steacy
Line Producer: Gill Gardner

Editing House: Saints Editorial
Editor: Aaron Dark
Assistant Editor: Kelsey Dale-McGrath

Colour/Transfer/Online Facility: AlterEgo/The Vanity
Colourist: Eric Whipp
Vanity: Sean Cochran
Audio House: Grayson Matthews
Audio Engineer: Chris Cobain
Photographer: Steve Krug
Food Stylist: Adele Shaw & Noah Witenoff

Media Agency: OMD Canada
Group Director of Strategy: Laurie St. John
Strategy Supervisor: Leah Burke
Digital Associate Director: Nick Smith
Jr. Social Media Specialist: Aaron Kelly

PR Agency: Weber Shandwick
Client Experience Director: Alana Lipton
Account Manager, PR: Fatma Othman

Client: McDonald’s Restaurants of Canada Limited
Chief Marketing Officer: Antoinette Benoit
Senior Marketing Manager: Jean-Guillaume Bertola
National Marketing Manager: Rebecca Smart