2022 Winner

To deliver feel-good moments and celebrate franchisees, as well as loyal customers, McDonald’s, with Cossette, created the “Grand Openings” campaign. Representing the ultimate symbol of celebration, visuals filled exclusively with balloons were created as part of the brand’s worldwide “bubble of happiness” platform to mark grand openings and re-openings across the country. Each visual in the “Grand Openings” series is a playful representation of an iconic McDonald’s menu item such as the classic Big Mac, Egg McMuffin and Fries. Hundreds of biodegradable balloons were used to create nine-foot structures of each food item. Various sizes of balloons created a sense of texture, and carefully selected colours represented cheese, meat, lettuce, eggs, condiments and other ingredients from the McDonald’s menu. The balloon food images were photographed and displayed in McDonald’s windows and at the point-of-purchase, along with out-of-home advertising and print media.

Credits

Client: McDonald’s Canada
Agency: Cossette – Montréal
Photo studio: Consulat

Chief Creative Officer (CCO): Peter Ignazi
Executive Creative Director (ECD): Louis-Philippe Tremblay, Anne-Claude Chénier
Design Creative Director: Barbara Jacques
Creative Director: Alex Gadoua
Copywriter: François-Julien Rainville
Art Directors: Alex Jutras, Fabrice Bouty
Account Director: Vanessa Audigand, Natalie Azoulay, Geoff Wilton
Account Executives: Philippine Chabran

Clients: Chuck Coolen, Cathy Begley, Melissa Hains, Vilma Morlin, Jillian Pyper, Andréanne Gilbert

Photographer: Mathieu Lévesque
Editor: Jonathan Kemp
Lighting: Tom Berthelot
Production: Juliane Le Pouezard
Set Designer / Art Director: Maïlis Roy Lessard
On-Set Technician: Amélie Dufour
On-Set Assistants: Vanessa Tremblay, Frédérique Carrier, Fanny Lux-Gauthier