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Ad of the Day: McDonald’s releases ‘Where’s Waldo’ style print campaign


By Amy Houston, Senior Reporter

July 5, 2024 | 5 min read

To highlight the chaos of moving, the fast-food chain has positioned itself as a go-to food choice with this engaging campaign. It’s our favorite piece of work today.

McDonald's in a print ad

McDonald's print ad / Cossette

To highlight the frenzied nature of moving house, McDonald’s Canada hit home with the ‘Always Around the Corner’ campaign from agency Cossette, which shows that even when consumers change zip codes, the Golden Arches are always nearby.

The campaign creatively employs a ‘Where’s Waldo’ format, which is instantly recognizable and engaging. Using a familiar and nostalgic puzzle, McDonald’s captures the audience’s attention and invites them to interact with the ad, making it more memorable and impactful.

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The search-and-find approach not only entertains but also reinforces the brand’s presence in a fun and engaging manner, drawing viewers in and encouraging them to spend more time with the campaign.

Additionally, the clever use of the Golden Arches visual subtly integrates McDonald’s into each scene. This reinforces brand recognition and ensures that the restaurant remains front and center in the viewer’s mind despite the visual busyness.



McDonald’s Canada

Senior marketing director, brand strategy: Mélissa Hains

Marketing director: Suzanne Grondin

Regional marketing supervisor: Noémie Duchesne


Chief creative officer, Cossette East: Anne-Claude Chénier

Executive creative director: Alexandre Gadoua

Creative director, craft and production: Alex Jutras

Associate creative director: François-Julien Rainville, Philippe Brassard

Art directors: Guillaume St-Hilaire, François Hiron

Copywriters: François-Julien Rainville, Philippe Brassard, Steven Morie

Director, business lead: Natalie Azoulay

Product manager: Catherine Benda

Agency production (Septième): Laurence Houle

Consulat (production house)

Producer: Éliane Sauvé

Photographer: Jocelyn Michel

Set designer: Sylvain Lemaître

Head of lighting: Olivier Racine

Photo assistant: Jean-Christophe Jacques

Set design assistants: Émilie Beaumier, François Bernier

Coordinator: Marie-Clarys Taillon

Retoucher: Béatrice Munn

Media agency: OMD

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