McDonald's conducts Calgary Stampede promotion
By Derek Winkler
McDonald’s Canada is conducting a promotion in Calgary to coincide with the Calgary Stampede. The initiative consists of a series of murals intended to present “a tribute to Canadian agriculture.” The campaign was developed by Cossette West, in collaboration with artist Jess Franks. The creative depicts ranchers heading toward a McDonald’s logo in the distance. Media work is being handled by OMD.
“Although technology continues to shape modern agriculture, the timeless essence of hard work and craft endures,” said Shona Massey, senior art director at Cossette. “That’s why the concept of a hand-painted campaign for the Stampede made perfect sense. It embodies McDonald’s commitment to craftsmanship and food quality. We’re thrilled to have the exceptionally talented Jess Franks on board. Her unique ability to depict the enchanting light of golden hour makes her the ideal collaborator and adds a touch of western romanticism to the project.”