2025 Winner

McDonald’s created “Rise & Shine” to spread the word about its rebranded coffee cups in Canada. The campaign leveraged early-morning scenes that featured striking corridors of light created by the sunrise. The series of visuals used an overhead perspective to depict adults in various roles – on their way to school, work or out with the dog – walking within the slivers of light shaped as a single section of McDonald’s iconic golden arches while drinking their coffee. In doing so, the design of the new cups was incorporated directly into the creative, as was the colour palette.

Credits

AGENCY: Cossette
PRODUCTION HOUSE: Septième
PRODUCTION STUDIO: Dogsled Studio
MEDIA: OMD
CLIENT: McDonald’s Canada

CHIEF CREATIVE OFFICER, COSSETTE EAST: Anne-Claude Chénier
EXECUTIVE CREATIVE DIRECTORS: Alexandre Gadoua
CREATIVE DIRECTORS: Alexandre Jutras, Cédric Audet
COPYWRITER: François-Julien Rainville
ART DIRECTOR: Philippe Leblanc
ACCOUNT DIRECTOR: Natalie Azoulay

PRODUCTION ADVISOR: Martin Lemay
RETOUCHER: Daniel Cartier
PRODUCTION ARTIST: Mariette Parrod
PROJECT MANAGER, GRAPHIC DESIGN: Elisabeth Matte
DIGITAL ARTIST: Daniel D’Avila
EXECUTIVE PRODUCER: Marina Casalaspro

CLIENTS: Mélissa Hains, Suzanne Grondin, Andréanne Gilbert