Moving Day on July 1 is a local tradition in Quebec: an estimated 130,000 people move home on that day. McDonald’s chose to show some support with its “Boxy” campaign.
It’s not a legal requirement. But many years ago, the province of Quebec in Canada mandated that all leases for properties were to end on July 1. With over 63% of people renting homes in Montreal alone, that means an estimated 130,000 people and moving vans hit the streets on the day.
Together with its ad agency Cossette, McDonalds’s wanted to celebrate this unique day and show support to the thousands who would be going through what can only be described as a tough day for families.
Cossette created a series of ads that showcased traditional McDonald’s products like fries, coffee and Ice Cream using only boxes. A clever spin on the day’s most iconic object: cardboard boxes.
“At this time of the year, the landscape is inundated with ads about moving. It was a stimulating challenge for us to do something different and give free rein to our creativity,” said Patrick Michaud, associate creative director at Cossette.
The creative ran in print and OOH, and raised a lot of awareness on social media as Quebecois heartfully shared it online.
Advertiser: McDonald’s Canada
Creative Team: Alexandre Jutras, Anne-Claude Chénier, Barbara Jacques, Patrick Michaud, René Lachapelle
Product Owner: Annie Vanier
Media agency: OMD