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2019 BRONZE YOUTH MARKETING
CANADA
McDonald's Restaurants of Canada Ltd. Big Mac x Bacon Collaboration
Peter Ignazi, Global Chief Creative Officer Simon Clancy, Group Creative Director Carlos Moreno, Global Chief Creative Officer Ed Morris, Creative Director Troy McGuinness, Creative Director Ben Duquette, Copywriter Patrick Michaud, Creative Director Kathy McGuire, SVP, Managing Director Jordan Hamer, Associate Creative Director/Copywriter Yvonne Li, Account Executive Spencer Dingle, Associate Creative Director/Art Director Oleg Portnoy, Designer Jon Crowley, Strategy Director Eric Wood, Designer Serene Gaspar, VP, Group Account Director Youri Hollier, Content Strategist Lindsay Mertiri, Account Director Scott McKay, SVP, Strategy Barb Gibson, Agency Producer Asmait Hailu, Account Supervisor
OMD
Weber Shandwick
SUMMARY
We used the return of the Big Mac Bacon as an opportunity to make McDonald’s a more attractive brand to one of their most allusive audiences - Young Canadians. To attract these young trendsetters we created a collaboration between the Big Mac and Bacon, designing the entire campaign to look like an exclusive album drop.
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Audience: Trend Setters (Skewed younger and more urban than traditional McDonald's target)