Campaign details
Brand: McDonald's CanadaAgency: CossetteCountry: Canada
Why is this work relevant for Creative Strategy?
This paper begins in 2015, when the US and Canada were heading towards a cultural inflexion point.
It shows how strategy helped McDonald's, the ultimate American import, demonstrate deftness, subtlety and adaptability in order to build affinity with a country that whilst next door, is a cultural opposite.
This is a story about steering the ship away from an iceberg, towards the heart of a nation.
About choosing to reflect the spirit of Canada in all its complexity, choosing the...