The team at ad agency Cossette dreams up a new McDonald's campaign in a style reminiscent of the game Where's Waldo? The playful approach subtly hides the motif of the brand in a messy home backdrop, which reimages a moving day to insinuate that McDonald's would be the perfect meal. The logo is peaking out from the shadows of each of the backdrops or in a reflection of a cooking appliance.
This playful initiative immerses those into the image and reminds customers that no matter where they are, there is a McDonald's location close by as there are over 300 restaurants scattered across Quebec, where the ad is taking place. François-Julien Rainville, associate creative director at Cossette explains "Come moving time, you’re always looking for something. You look for boxes, you look for parking, you look for what you’re going to eat. But the one thing you don’t have to look for is a McDonald’s."
Playful QSR Campaigns
Cossette Forms the New McDonald's Campaign to Closest Restaurant
Trend Themes
1. Interactive Advertising - Ads that engage viewers through interactive elements create a memorable experience and increase brand recall.
2. Brand Integration in Everyday Scenarios - Positioning a brand as a seamless part of daily activities can forge stronger emotional connections with consumers.
3. Nostalgic Marketing Campaigns - Utilizing familiar, nostalgia-inducing elements like the game 'Where's Waldo?' can attract attention and create a unique, enjoyable ad experience.
Industry Implications
1. Quick-service Restaurants - Innovative advertising techniques can help quick-service restaurants become an integral part of their customers' everyday lives.
2. Advertising Agencies - Developing playful, immersive ad campaigns can differentiate an agency's creative services in a competitive market.
3. Fast Food Chains - Creative ad campaigns that blend seamlessly into everyday activities can build stronger brand recognition and customer loyalty for fast food chains.