Responses by Cédric Audet, creative director, Cossette.
Background: Launched to coincide with one of Quebec’s busiest travel seasons, this campaign features images of Adirondack chairs painted to reflect various recognizable McDonald’s menu items—including its fries and coffee cup—set against backdrops of Canada’s most scenic views.
Design thinking: The ask was simple: remind Quebecers and Canadians that McDonald’s is always a sure bet when on the road to summer vacation.
Challenges: We can honestly say that the creative process, client representation and production was a smooth ride. The creative idea and execution were so simple, everyone involved in the project was on board from the beginning. The biggest challenge was that we had to shoot twice. We got better weather on our second shoot day, and it was totally worth it to wake up at 4:00 A.M. twice in one week.
Favorite details: The idea was quite clever, but the photos had to be on par with the idea. We reached out to one of the best photographers we know: Olivier Staub. And he said yes right away. We were glad we asked.
New lessons: Collaboration and trust are key to a great campaign. We knew it before, but now we’re sure of it.
Visual influences: McDonald’s is such a big brand with a rich advertising history that we had to make sure this hadn’t been done before. We want to keep the brand’s visual language moving forward in its simplicity. The fries are so iconic, we wanted to pay tribute without forcing the visual. Most importantly, the shot had to capture that zen moment, that I-want-to-be-there-and-sit-in-that-chair feeling.
Time constraints: Time is always a challenge with bigger brands like McDonald’s. You need to be patient to make the thing happen. That being said, we did move fast on this one since everyone loved the idea.