2019 Winner
McDonald's Restaurants of Canada Ltd.
Big Mac x Bacon Collaboration
Cossette
GoldDesign
BronzeIntegration
Working with Cossette, McDonald's targeted younger “trendsetters” for the return of its Big Mac with Bacon. This target gets satisfaction from being the first to discover something, so the campaign was designed to feel like an exclusive album drop, capturing all the delirium that happens pre-launch, as well as a Gold Design and Bronze Integration award.
Purposely unbranded, the “BMxB” logo quietly appeared on wild postings, billboards, and banner ads. McD’s partnered with “hip” clothing stores to tease the mysterious “collaboration” in its windows; while influencers and a TV spot threw to a website that featured only a countdown to the burger’s launch.
All was finally revealed at an exclusive preview event and the original OOH switched to reveal the collaboration between the Big Mac and Bacon. All of which led to a 13% jump in Big Mac sales, with the BMxB meal making up 24% of the increase.
Credits
Agency: Cossette
Global Chief Creative Officer(s): Carlos Moreno, Peter Ignazi
Group Creative Director: Simon Clancy
Creative Director(s): Ed Morris, Troy McGuinness, Patrick Michaud
Art Director: Spencer Dingle
Copywriter(s): Jordan Hamer, Ben Duquette
Designer(s): Oleg Portnoy, Eric Wood
Agency Producer(s): Barb Gibson, Marie-Pier Poulin
Content Strategist: Youri Hollier
Director, Strategy: Jon Crowley
VP, Strategy: Scott McKay
Account Executive(s): Yvonne Li, Michaela Crompton
Account Supervisor: Asmait Hailu
Account Director: Lindsay Mertiri
Group Account Director: Serene Gaspar
SVP, Managing Director: Kathy McGuire
Product Manager: Chloe Drolet
Studio Director: Raquel Mullen
Senior Retoucher: Trevor Gauthier
Senior Production Artist: Graham Washer
Senior Digital Project Manager: Jeff Maynard
Media Agency: OMD
Strategy Supervisor: Logan Lindsay
Digital Specialist: Kyla Ames
Account Manager: Kathy O’Meara
Vice President Group Director Broadcast: Doug Scott
PR Agency: Weber Shandwick
Client: McDonald’s Restaurants of Canada Limited
Chief Marketing Officer & SVP: Antoinette Benoit
Marketing Officer: Hope Bagozzi
Senior Marketing Manager: Jean Guillaume Bertola
National Marketing Manager: Rebecca Smart
Sr. Manager Media, CRM & Partnerships: Solange Bernard
Digital Officer: Lara Skripitsky
Digital Social Media Manager: Rashel Hariri
Regional Marketing Supervisor: Me´lissa Hains
National External Communications Manager: Adam Grachnik