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Cossette and McDonald’s Follow the Arches All the Way to a Cannes Grand Prix

Cossette takes home the Grand Prix for Follow the Arches, an OOH campaign that went viral globally, in which McDonald’s iconic arches were de-constructed and transformed into directional billboards, meant to give consumers a nudge towards the brand’s nearest restaurant. Follow the Arches is an imaginative campaign that captures the truly iconic nature of the Golden Arches and creatively transforms the iconography into universally understood and playful signage that can be adapted globally.

“It is with great pride that we accept this shared recognition with McDonald’s Canada. The work that our teams across Canada produced together embodies the out-of-box thinking that we encourage. We are lucky to have the trust of the McDonald’s Canada team to allow for us to be as creative as possible,” shared Melanie Dunn, Global President and CEO of Cossette.

“Follow the Arches is a wonderful example of the brand equity we’ve built in the Golden Arches and our ability to create simple feel good moments in people’s daily lives. I’m so proud of the McDonald’s team and proud to have a more than 40 year partner in Cossette. We look forward to many more exciting campaigns to come,” added Antoinette Benoit, Chief Marketing Office of McDonald’s Canada. 

Cossette also took home 7 bronze lions and 2 silver lions for campaigns for SickKids, Humanity & Inclusion, VIA RAil and McDonald's.
Congratulations to all the hard work that Cossette’s teams from coast to coast put in everyday. These awards are a recognition of their collaboration and spectacular work.

In it’s 65th year, Cannes Lions International Festival of Creativity is a seven day festival bringing the world’s most inventive, talented and creative people in the communications industry together in Cannes to learn, network and celebrate.

About McDonald’s
In 1967, Canadians welcomed the first McDonald's restaurant to Richmond, British Columbia. Today, McDonald's Restaurants of Canada Limited has become part of the Canadian fabric, serving close to three million guests every day.
Together with our franchisees, we proudly employ nearly 90,000 people from coast-to-coast and approximately 85 percent of McDonald's 1,400 Canadian restaurants are locally owned and operated by independent entrepreneurs. Of the almost $1 billion we spend on food, more than 85 percent is purchased from over 100 suppliers in Canada. For more information on McDonald's Canada visit McDonalds.ca.

About Cossette
Cossette is a fully integrated marketing communications agency under BlueFocus, a China-based marketing communications group. It’s a community of 900 creative humans who help people and brands connect in meaningful ways.
Cossette was named Agency of the Year in Canada in 2016 and 2017. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com. 

About BlueFocus International
BlueFocus International, a wholly-owned subsidiary of BlueFocus Communication Group (publicly traded Chinese company SHE: 300058), leads international strategy, M&A and cross-border initiatives for the group and manages an international portfolio of award winning digital marketing, PR, communications and advertising agencies including We Are Social, Cossette, Citizen Relations, Vision7 Media and The Camps Collective. Also part of the BlueFocus International portfolio is fuseproject, a highly esteemed industrial design firm behind consumer technology and lifestyle product hits such as Jawbone, Movado and the August Lock. Headquartered in Silicon Valley, BlueFocus International and its portfolio companies employ over 1,500 professionals across the spectrum of marketing and advertising disciplines worldwide. It serves hundreds of the world's best-known brands from major consumer goods manufacturers to cutting-edge technology companies by providing global intelligent marketing solutions in brand strategy, digital creative production, ecommerce enablement, cloud based CRM, big data analytics, digital and traditional media buying, and social media insights & marketing.

Credits
Agency: Cossette
Chief Creative Officer(s): Carlos Moreno, Peter Ignazi
Group Creative Director: Simon Clancy
Creative Director(s): Craig McIntosh, Jaimes Zentil
Art Director: Spencer Dingle, David Théroux
Copywriter: Jordan Hamer, Philippe Brassard
Senior Designer: Oleg Portnoy
Designer: Corey Way
Senior Production Artist: Graham Washer
Senior Retoucher: Trevor Gauthier
Studio Director: Raquel Mullen
Account Coordinator: Megan Smith
Account Executive: Valerie Mascarin
Account Director: Nicole Bakker
Group Account Director: Geoff Wilton
SVP, Managing Director: Kathy McGuire
Public Relations: Tanya Black, Stacey Masson
Media Agency: OMD, Novus 
Client – McDonald’s Restaurants of Canada Limited
Chief Marketing Officer & SVP: Antoinette Benoit
Senior Marketing Manager: Chuck Coolen
Advertising/Marketing Manager: Andrew Mumford

2018年07月02日
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