ADVERTISING

McDonald's

Eat the code

Agency: Cossette

Description

Developers, who are often so focused on coding that they forget to eat, will love the new McDonald’s Canada initiative developed in partnership with Cossette. Eat the Code centres on a clever promotional website hiding offers in lines of code that allow its finders to order their favourite items without having to step away from their computer. 

The tech community continues to grow in Quebec, which is home to numerous video game studios, thousands of industry experts and a ton of tech enthusiasts. McDonald’s Canada created this promotional website to interact and have some fun with these creative spirits, all while tempting their taste buds during their well-deserved breaks. 

In addition to a strong online presence, this campaign also includes digital signage where McDonald’s Canada products are illustrated in binary code, using 1s and 0s. These posters have been strategically placed near tech hubs and contain an actual message that only the smartest—or the most determined—will manage to decipher. As well, content will be rolled out through influencer marketing and on social media.

This professional campaign titled 'Eat the code' was published in Canada in June, 2024. It was created for the brand: McDonald's, by ad agency: Cossette. This Digital medium campaign is related to the Food industry and contains 2 media assets. It was submitted 7 days ago by Daphné Cousineau of Cossette.

Credits

CLIENT: McDonald’s Canada
SENIOR MARKETING DIRECTOR, BRAND STRATEGY: Mélissa Hains
MARKETING DIRECTOR: Suzanne Grondin
REGIONAL MARKETING SUPERVISOR: Noémie Duchesne 
MARKETING DIRECTOR, BRAND STRATEGY: Rebecca Smart
SOCIAL LEAD & BRAND MANAGER: Catherine Gao 
SOCIAL & BRAND SPECIALIST: Nezariel Scott
SOCIAL & GLOBAL CAMPAIGNS MANAGER: Fatma Othman

CREATIVE AGENCY: Cossette
MEDIA AGENCY: OMD
PR AGENCY: Weber

EXECUTIVE CREATIVE DIRECTORS: Anne-Claude Chénier, Alexandre Gadoua
CREATIVE DIRECTOR: Richard Rochette-Villeneuve
CREATIVE DIRECTOR, CRAFT: Alexandre Jutras
CREATIVE: Nadine El-Whidi, Souléman Diallo, Mehdi Sedira, Fany Thourain, Sébastien Forget, Rosalie Lacroix, Timothy Kotzerke, Jean-Louis Mainguy, Clément Ginon, Zeina Samaha
VP, STRATEGY: Chris Bergeron
ACCOUNT SERVICES: Maria-Laura Laubenthal, Tess Wong, Natalie Azoulay
STRATEGY: Cleo Tellier, Antoine Cormier
SOCIAL ANALYST AND COMMUNITY MANAGERS: Farah Chaou, Hayley Green
SOCIAL ANALYST: Niki Coulson, Nishant Mendiratta
OPERATIONS: Andrée-Anne Michaud 
INTERNS: Félix-Antoine LaSalle, Andréanne Simard

SENIOR DIRECTOR, DIGITAL BUSINESS LEAD: Marie-Michèle Coulombe
DEVELOPERS: Jean-Louis Mainguy, Timothy Kotzerke, Cédric Marcelly, Louis-Émile Vromet
SUPPORT, MAINTENANCE, MISE EN LIGNE: Jeff Maynard, Julia Kim 

AGENCY PRODUCTION: Septième – Anthony Gratton, Océanne Langlois, Hugo Dubé-Rouleau, Delphine Legault, Martin Lemay, Élisabeth Matte, Loïc Dubeau, Isaac Baulne, Annie Turcotte
LINGUISTICS: Septième – Andréanne Marchand Godbout, France Auger, Chelsey Lam

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