It’s not easy packing up all your things and moving across town or to a new city. Not only is it a lot of work, but once you get everything into your new living space, where did you pack the kitchen utensils, and are you…
It’s not easy packing up all your things and moving across town or to a new city. Not only is it a lot of work, but once you get everything into your new living space, where did you pack the kitchen utensils, and are you going to be in any condition to make your first meal surrounded by boxes of your belongings?
That’s what added to the inspiration for a new McDonalds poster campaign in Quebec, Canada. Plus, in La Belle Province, residential leases traditionally end on July 1st which has become known regionally as Moving Day. This means that upwards of 100,000 households are on the move that day.
No wonder extra help is in short supply. But you could use burgers and fries as a bribe.
And so the Cossette ad agency set out to position McDonalds into your unofficial Moving Day sponsor. They did that by creating unique views from the back of moving vans that offer snapshots into three different types of householders.
For example, the box of fries shows a young man’s belongings as he moves into his first trendy Montreal neighbourhood apartment. The Big Mac depicts a move to a suburban home by a family with children. The Egg McMuffin represents a young couple moving into their first home.
The graphics used to build the food items are actual pieces of furniture and belongings in the colours needed for each one. In other words, an old school approach that did not depend on Photoshop.
Does it work?
At first glance, the food looks real enough. And after a day of packing and unloading, who wouldn’t be hungry for something from McDelivery?
Ad man. Graphics guru. Iconic logo creator. Title designer. Academy Award-winning filmmaker. Saul Bass was all of these things and more. Yet, although his most memorable movie posters for Vertigo (1958) and Psycho (1960) are instantly recognisable, his name may not be.
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