McDonald's breaks summer campaign
By Rob Bale
McDonald’s Canada has begun a new campaign in support of its annual Summer Drink Days and Summer Treat Days promotions. Developed by Cossette, the campaign promotes limited-time discounts on various chilled menu items. The creative features a poolboy character who acts as a guide to “the Canadian summer.” The 15-week campaign will run until September. It consists of television, online video, audio, social media and out-of-home advertising. Media work is being handled by OMD.
“In a country that’s perpetually summer-deprived, we saw this as an opportunity to capture its fleeting essence in a different way, evoking unexpected moments of pure joy that Canadians might feel when we do finally get our days in the sun so to speak,” said Andrew Chisholm, executive creative director at Cossette. “We cast for the ultimate summer job, a poolboy, who appears in all three spots and who would effectively serve as the eyes and ears of these candid, special moments.”