McDonald’s Channels ‘Where’s Waldo’ To Guide People To The Nearest Restaurant

Image via Cossette

Moving Day can put a damper on your mood and appetite. With boxes overflowing, furniture precariously balanced, and new neighborhoods to navigate, finding a convenient and comforting meal might be the last thing on people’s minds. McDonald’s Canada’s new campaign, spearheaded by creative marketing company Cossette, addressed this precise need as residents in Quebec resumed their yearly tradition of mass relocation on July 1.

“McDonald’s is always around the corner,” stunning new visuals reassure customers. Cossette’s playful approach embodies Where’s Waldo?, subtly hiding the Golden Arches within each messy home.

Image via Cossette

You’ll see the logo peeking out from the shadows, through the reflection of a cooking appliance, or dimly lit through a window. The initiative sets to remind customers that regardless of their new postal code, a friendly and familiar McDonald's awaited them nearby—there are over 300 restaurants in Quebec alone.

Image via Cossette

“Come moving time, you’re always looking for something. You look for boxes, you look for parking, you look for what you’re going to eat. But the one thing you don’t have to look for is a McDonald’s,” explains François-Julien Rainville, associate creative director at Cossette.

[via Little Black Book, Campaign Canada, The Drum, DesignRush, images via Cossette]