2025 Winner

July 1 is Moving Day in Quebec because it’s when renters’ leases expire. To ensure McDonald’s was top of mind among the many Quebecers who were moving on the same day, “Signs of Moving” drew attention to the fact that the nearest McDonald’s was never far away – given its 3 locations across the province. The campaign gamified the ad by hiding the iconic restaurant sign in typical chaotic moving scenes, inviting passersby to find it. Objects in the ads were strategically placed to catch viewers’ eyes while also misleading them until they stumbled upon the hidden golden arches.

Credits

AGENCY: Cossette
PRODUCTION HOUSE: Consulat
MEDIA AGENCY: OMD
CLIENT: McDonald’s Canada

CHIEF CREATIVE OFFICER, COSSETTE EAST: Anne-Claude Chénier
EXECUTIVE CREATIVE DIRECTOR: Alexandre Gadoua
CREATIVE DIRECTOR, CRAFT & PRODUCTION: Alexandre Jutras
ASSOCIATE CREATIVE DIRECTOR: François-Julien Rainville, Philippe Brassard
ART DIRECTOR: Guillaume St-Hilaire, François Hiron
COPYWRITER: François-Julien Rainville, Philippe Brassard, Steven Morie
DIRECTOR, BUSINESS LEAD: Natalie Azoulay
PRODUCT OWNER: Catherine Benda
PRODUCER: Laurence Houle (Septième)

PRODUCER: Éliane Sauvé
PHOTOGRAPH: Jocelyn Michel
SET DESIGNER: Sylvain Lemaître
HEAD OF LIGHTING: Olivier Racine
PHOTO ASSISTANT: Jean-Christophe Jacques
SET DESIGN ASSISTANTS: Émilie Beaumier, François Bernier
COORDINATOR: Marie-Clarys Taillon
RETOUCHER: Béatrice Munn

CLIENTS: Mélissa Hains, Suzanne Grondin, Noémie Duchesne