As moving and painting often go hand in hand, we decided to use paint swatches to represent popular menu items, such as the Big Mac, French fries, and the Egg McMuffin. The series of moving-related visuals had to surprise, as well as highlight signature McDonald’s products.

With this brand initiative, McDonald’s wanted to reach Quebecers aged 18 to 34 who are moving on July 1, which means mostly people living in urban areas (Greater Montreal).

In the week leading up to Moving Day, bus shelters featuring a series of visuals appeared in Montreal neighbourhoods that usually experience a high concentration of moves.

Print executions, social media posts on Facebook, Instagram and Twitter, and in restaurant signage were also developed and published on June 30 and July 1, as a friendly nod to Quebecers on the move.

The campaign generated positive feelings towards the brand and a high level of engagement across all social media platforms (Facebook, Instagram and Twitter).

The strong visuals helped reinforce the idea that McDonald’s is a great alternative to pizza on Moving Day.