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McDonald’s is planning to expand by 25% with the opening of 50,000 new restaurants around the world by 2027. Canada is part of those plans, so our challenge was to figure out how to highlight all these openings. But the inauguration of a new restaurant is more than just an expansion—it’s a cause for celebration. So, McDonald’s wanted to welcome customers with an invitation that embodies the festive spirit and friendly experience the brand is known for. We’ve created explosions of confetti that feature iconic McD’s menu items and meet the technical challenge of creating a sense of movement in static images. With the help of a trampoline, a high-speed camera that shoots 30 fps, and hundreds of tests involving countless pieces of brightly coloured confetti, we developed a series of visuals that can be adapted to any celebration, in any language.
AGENCY : Cossette
AGENCYPRODUCTION : Consulat
CLIENT : McDonald’s Canada
CHIEF NATIONAL MARKETING : Mélissa Hains
REGIONAL MARKETING : Andréanne Gilbert
AGENCY MEDIA : OMD
EXECUTIVE CREATIVE DIRECTORS : Anne-Claude Chénier, Alexandre Gadoua
CREATIVE DIRECTORS : Alexandre Jutras, Cédric Audet
COPYWRITER : François-Julien Rainville
ART DIRECTOR : Philippe Leblanc
ACCOUNT DIRECTOR : Natalie Azoulay
PRODUCT MANAGER : Maria-Laura Laubenthal
AGENCY PRODUCTION : Audrey Blackburn
PHOTOGRAPHER : Mathieu Lévesque
PRODUCTION : Éliane Sauvé
RIGGING TECHNICIAN : Renaud Robert
SET DESIGN : Pascal Brousseau
LIGHTING TECHNICIAN : Renaud Lafrenière
DIGITECH : Aljosa Alijagic
COORDINATION : Marie-Clarys Taillon
HOST : Gabrielle Poulin
PHOTO RETOUCHING : Mathieu Lévesque
BTS VIDEOGRAPHER : Bruno Destombes
BTS EDITING : Hugo Mazo
