2018 Winner

McDonald's Restaurants of Canada Ltd.

Big Mac x Bacon Collaboration

Cossette

SilverBest Media Insights - Best Disruption

McDonalds launched its Big Mac x Bacon like Drake or Kanye might drop an album. A campaign for the new burger began with teaser ads that made no mention of the product or brand. Wild postings, billboards and an OOH takeover at Yonge-Dundas Square featured only a date, the caption “BMxB” and a strange graphic icon. The team put unbranded banner ads on sites and partnered with stores on social posts and window posters. A campaign microsite provided only a countdown. Finally, during an exclusive preview event with influencers, the brand revealed that “BMxB” was actually a collaboration of two Canadian icons: the Big Mac and bacon. Overnight, all of the OOH advertising was switched to reveal the collab in tongue-in-cheek TV and online spots, as well as social posts. Big Mac sales (per restaurant, per week) rose 13% over baseline with Big Mac Bacon making up 24% of total sales.

Credits
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: Mélissa Hains
National External Communications Manager: Adam Grachnik


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

Production House: FRANK Content
Director: Craig Brownrigg
Line Producer: Marie Robertson
Executive Producer: Danielle Kappy
Director of Photography: Stuart Campbell
Food Stylist(s): Carol Brown, Noah Witenoff

Colour/Transfer Facility: Alter Ego
Colourist: Wade Odlum
Colour Assistant: Kevin Wu

Online Facility: Alter Ego
Executive Producer: Cheyenne Bloomfield
Motion Graphics Designer(s): Ian Flaig, Rob Fisher
VFX Artists: Steven McGregor, Andres Kirejew
VFX Assistant: Sebastian Boros

Casting: Mann Casting
Casting Director: Steven Mann

Offline Edit: Married to Giants
Editor: Raj Ramnauth

Audio House: Berkeley Inc.
Audio Engineer: Jared Kuemper

Photography: Fuze Reps
Photographer: Carlyle Routh

Production House: Soda
Executive Producer: Mina Jang
Photographer: Nick Hall-Wood


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
Director, Client Experience: Lauren Thomson
Vice President, Associate Creative Director: Craig Ritchie
Vice President, Planning: Kyle Brown
Senior Art Director: Brendan Watson
Supervisor, Integrated Media: Nare Tutundjian
Senior Associate, Integrated Media: Fatma Othman
Senior Associate, Integrated Media: Elise Magliocchetti
Producer: Ashley Chu
Associate, Integrated Media: Jude Hirman
Creative Intern: Genevieve Raveau