2025 Winner

McDonald’s plans to expand its footprint by 25% by 2027, opening 50,000 new restaurants around the world. That expansion includes Canada – and the brand thinks that’s a cause for celebration. McDonald’s wanted to welcome customers with an invitation that embodied this festive spirit. To achieve this, the “Happy Openings” campaign depicted iconic McDonald’s menu items – from Big Mac to French fries – as explosions of confetti. The technical challenge of the execution was to create a sense of movement within static images. The campaign required 163 hours of experimenting, 54 hours of shooting and 23 people to create the dynamic visuals. The result was a series of images that infused the spirit of celebration and could be adapted for any type of celebration, in any language.

Credits

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

CHIEF CREATIVE OFFICER, COSSETTE EAST: Anne-Claude Chénier
EXECUTIVE CREATIVE DIRECTOR: Alexandre Gadoua
CREATIVE DIRECTOR: Alexandre Jutras, Cédric Audet
COPYWRITER: François-Julien Rainville
ART DIRECTOR: Philippe Leblanc
ACCOUNT DIRECTOR : Natalie Azoulay
PRODUCT OWNER: Maria-Laura Laubenthal
PRODUCER: Audrey Blackburn

PHOTOGRAPHER: Mathieu Lévesque (Consulat)
PRODUCER: Éliane Sauvé (Consulat)
SET DESIGNER: Pascal Brousseau (Freelance)
LIGHTING ASSISTANT: Renaud Lafrenière (Freelance)
DIGITECH: Aljosa Alijagic (Freelance)
COORDINATION : Marie-Clarys Taillon (Consulat)
HOST : Gabrielle Poulin (Freelance)
BTS : Bruno Destombes (Freelance)
RIGGING TECHNICIAN : Renaud Robert (Freelance)
RETOUCHERS : Mathieu Lévesque, Daniel Cartier (Septième)

CLIENTS : Mélissa Hains, Andréanne Gilbert