Golden Mornings: A McDonald's Canada Campaign Created by Cossette

May. 14, 2024

Inspired by McCafé’s new packaging, Cossette launched Rise and Shine, a campaign aimed at showing that McDonald’s Canada is still the go-to for people looking to start the day off right. Featuring a promotional offer—breakfast for $4 plus tax—this series of visuals depicts morning scenes where McCafé adds some light and liveliness to coffee lovers’ daily routine. 

Philippe Leblanc, Art Director at Cossette explained:

"On top of showcasing McCafé’s complete offering, we took this opportunity to bring the new brand image to life. Each scene shows how the beverages address different needs, all while highlighting the colours and graphic elements of the new packaging."

 

Each visual portrays McCafé customers in regular, everyday situations a businessman crossing the street, a student heading to class, construction workers in action, and a couple enjoying some winter fun. Thanks to the sunrise, a ray of light shines down on these scenes, demonstrating how McCafé brightens up the morning. This sunbeam also evokes the iconic golden arches from the McDonald’s logo and adds some morning magic to customers’ experience.

 

Suzanne Grondin, Quebec Marketing Director at McDonald’s Canada said:

"Starting the day with a hot cup of coffee is a ritual that brings people joy. We wanted to underscore how important the McCafé experience is for our customers’ day-to-day well-being. Cossette brilliantly captured this idea by illustrating the way that McCafé brightens up their every day."

 

Rolling in Quebec from March 5 until April 8, 2024, the campaign is showcased with its new visual identity through sponsored social media content and web banners.