If you're the type of guy who drives your friends nuts by compulsively obsessing over minor details at lunch, then McDonald's has a deep existential dilemma for you. In Canada, the fast-food chain is temporarily adding the Big Mac Bacon—a Big Mac, with bacon on it—to its menu, the first change to the sandwich in that country in 50 years. An ad from Cosette puts the new product to the pedant test, which by its very nature requires that anything that can be argued, must be argued.
Why waste your time developing different creative ideas and executions for every client when a one-size-fits-all approach could work just as well? That's the pitch from Canadian agency Cossette in the amusing video below, which introduces the idea of "superads," which can work for almost anything you'd like to advertise. And the flexibility and range of the example they give is truly impressive.
A boy suffering from kidney failure isn't weak. He's a gladiator about to step into the ring for battle. So says a gorgeous, jaw-dropping new campaign from SickKids Hospital—or as it's more formally known, The Hospital for Sick Children—in Toronto.
MediaCom is the new North American planning and buying agency for BRP, the Quebec-based manufacturer of recreational products. The WPP shop was awarded the business after a review which included OMD, Carat and Havas. Geometry, the incumbent, declined to participate in the search process.
Canada's climate includes harsh terrain and gnarly winters—which is why its athletes are so hardcore, says a new ad for the nation's Olympics team. The Canadian Olympic Committee and agency Cossette created the campaign, titled "Ice in Our Veins," for this year's Summer Games in Brazil. The :60 centerpiece commercial immediately draws a distinction between the frozen landscape onscreen, and Rio de Janeiro, the famous beach town where the 2016 competition will be held in August.
In one of the most obvious yet still cool examples of cause marketing, Honey Nut Cheerios in Canada is pledging to help find a solution to unstable bee populations—by launching a whole integrated campaign around the issue, including removing its "Buzz" bee mascot from the packaging for a limited time.
Cossette in Vancouver has made another tasty McDonald's billboard that skiers and snowboarders heading to Whistler will think is pretty gnar.
McDonald's seems like way too big of a company to have interesting, playful contests for employees. But the fast-food chain's Canadian operation has always had surprisingly relevant ideas (like its celebrated transparency campaign looking at what, exactly, goes into its food).
Nature Valley Canada shouts "You kids, get off my lawn!" in a curmudgeonly new ad from Cossette that contrasts the childhood memories of three generations of families.
You probably remember McDonald's famous, Grand Clio-winning sundial billboard, created by Leo Burnett almost a decade ago, which used the sun's shadows to suggest what you should be eating and drinking at certain times. Now, here's a kind of sequel—a McDonald's billboard from Canada that's likewise in harmony with the movements of the sun. It's a digital billboard for the Egg McMuffin, which rises into view just like the sun in the morning.