McDonald’s Campaign with Cossette Montreal Reminds Movers to Take a Break During Moving Day

​In the province of Quebec, Canada, most residential leases come to an end on the very same day. As a result, over 100K households pack their belongings and move into their new homes on what Quebecers refer to as ‘Moving Day’.

To celebrate this unique tradition, McDonald’s Canada and Cossette brought to life a creative campaign to remind guests from across the province to treat themselves to McDelivery on an otherwise undoubtedly hectic day.

More: Cossette h/t: lbbonline, laughingsquid, adforum

The campaign was created by Cossette, and rolled out in print, out-of-home and social.

Contents of each moving van were curated to reflect the desired color palette and tell a different Moving Day story. The Fry execution was inspired by a young man moving into his first apartment in a trendy Montreal neighborhood, the Big Mac execution featured a family with kids moving into a suburban home and the Egg McMuffin spot highlighted a young couple moving into their first home.