Cossette and McDonald’s throw a little shade on summer

How the quick service restaurant and its agency helped Canadians stay cool

peach_MARKETING3McDonald’s and Cossette’s Vancouver office found a unique way to keep the west coast cool this summer with “Peach Shades,” a stunt in support of the Freestone Peach Real Fruit Smoothie limited time offer from the quick-service restaurant.

The agency installed custom-designed blinds at five transit shelters in high-impact urban areas of Winnipeg, Saskatoon, Edmonton and Vancouver. People who entered the shelter found some refuge from the sun as the blinds shut (via motion sensors) and the product was revealed along with the message “Stay cool all summer.”

According to Michael Milardo, creative director at Cossette Vancouver, the goal of “Peach Shades” was to generate “high-impact awareness and to have people walk away from the bus stop, have a laugh and tell somebody about it.”

OMD handled the media buy for “Peach Shades” which ran throughout July. Cossette also worked with Vancouver-based print shop Xibita on the creation of the interactive blinds.

Advertising Articles

Where a good mo goes to cry

Breaking up is hard to do. What happens to the mustache after November?

Ads You Must See: The naughty and nice list

One ad makes the nice list while the other threatens consumers

Harry Rosen sorry, not sorry for playing Trump card

Promotional postcard plays off presidential hopeful's controversial views on immigration

RBC pushes a new holiday tradition

Financial company encourages clients to redeem points for gifts in new campaign

Former Ogilvy group digital director joins Edelman

Neil Mohan joins public relation firm's Toronto office

Key ingredients for a successful PR office makeover (Column)

Environics CEO Bruce MacLellan on the firm's recent transformation

3M Canada sticks with millennials for awareness tour

Post-it brand successfully connects with consumers through Twitter activation

Extreme Group responds to the Starbucks red cup controversy

Stunt sends up consumers complaining about Starbucks' lack of Christmas spirit