McDonald’s Made a Boxy Campaign for Québec, Where Over 100,000 People Move on the Same Day

Brand injects some fun into the yearly tradition


Moving Day on July 1 in Québec is a local tradition that strikes a curious tone for those who don’t live there. Though it’s not a legal requirement, many years back, the province mandated that all leases for properties were to end on that day, which also happens to fall on Canada Day, the country’s biggest holiday.

In Montréal, a little over 63 percent of people rent their homes—an estimated 130,000 people—and hit the streets (and moving vans) in a day-long pilgrimage to get into their new domiciles.

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