in canada, july 1st marks the celebration of canada day, where people get together to do BBQs, drink beer and watch fireworks. but for many quebecers, july 1st is also moving day. that’s right, in the province of quebec, most residential leases come to an end on the very same day. as a result, over 100k households pack their belongings and move into their new homes on what they refer to as moving day.

mcdonalds turns canada moving day into burgers and fries made from furniture
all images by cossette

 

 

mcdonald’s canada knows that moving day means comfort food on-the-go, and to celebrate this unique tradition, it has teamed-up with cossette to bring to life a creative campaign that reminds canadians to treat themselves to mcdelivery on an otherwise undoubtedly hectic day. the campaign, which was first published on designboom’s instagram and received over 50k reactions, rolled out in print, street and social platforms.

mcdonalds turns canada moving day into burgers and fries made from furniture

 

 

for the happy moving day campaign by cossette for mcdonalds, the agency created three different images representing different household situations. the images portray a moving truck with the owner’s possessions inside, organized in such way that they showcase a different McDonald’s product. the big mac picture talks about a family with kids moving into a suburban home; the egg McMuffin shows a young couple moving into their first home; and the fries are all about a young bachelor moving away from his parent’s home.

mcdonalds turns canada moving day into burgers and fries made from furniture

 

 

 

project info:

 

name: happy moving day

client: mcdonald’s canada // mélanie courtois, melissa hains
agency: cossette
creative: guillaume st-hilaire, françois-julien rainville, alexandre jutras, ben duquette, alexandre gadoua, barbara jacques
accounts: pauline gomis
media agency: omd
production house: consulat
photographer: simon duhamel
assistant: renaud lafrenière
art director: sylvain lemaître
editing: visual box
production: eliane sauvé