As part of a larger campaign highlighting this event, McDonald’s launched a series of handcrafted visuals that recall moving. The different kinds of tape that are so handy before and after a move were given a McDonald’s twist to recreate iconic menu items as a friendly nod to Quebecers on the move.

Each visual was handcrafted with real tape. To reinforce the relationship between McDonald’s and Moving Day, we used the kinds of tape that are so handy before and after a move: masking tape, electrical tape, and packing tape. We gave it a McDonald’s twist to recreate iconic menu items (Big Mac, Egg McMuffin, French fries, cheeseburger and ice cream cone).

The result was increased awareness about McDonald’s that led to a 6.43% jump in sales when compared to the previous year.