2018 Winner

McDonald's Restaurants of Canada

McDonald's Monopoly Coast to Coast

OMD Canada

BronzeBest Use of Digital - Best Use of Display/Video

The McDonald’s Monopoly Coast to Coast promotion drives the highest sales lift of all the programs on its calendar. But despite its popularity, many Canadians don’t believe they have a shot at winning a prize. To change that belief, OMD shifted the media mix to be digitally-centric for the first time. Using Google’s Vogon technology on YouTube, consumers were served a customized ad that featured a prize relevant to their interests. The same creative was also updated with the respective winner’s name to make it that much more personalized. The digital shift worked, with twice as many Canadians saying they are “very likely to win” versus the previous year.

Credits
Associate director of strategy, OMD: Logan Lindsay

Digital specialist, OMD: Kyla Ames

Associate director, programmatic, OMD: Jane Kapeliukh

Vice president, group director broadcast, OMD: Doug Scott

Associate director of broadcast, OMD: Lindsay Glendenning

Account manager - OOH, Novus: Kathy O’Meara

Chief creative officer, Cossette: Carlos Moreno

Chief creative officer, Cossette: Peter Ignazi

Group creative director, Cossette: Ed Morris

Creative director, Cossette: Tricia Piasecki

Creative director, Cossette: Tina Vahn

Digital art director, Cossette: Alexandra D’Aversa

Producer, Cossette: Colleen Floyd

Managing director, Cossette: Kathy McGuire

Group account director, Cossette: Serene Gaspar

Account supervisor, Cossette: Asmait Hailu

Account coordinator, Cossette: Alexandra McCalden

Studio director, Cossette: Raquel Mullen

Senior retoucher, Cossette: Trevor Gauthier

Senior production artist, Cossette: Graham Washer