peach_MARKETING2

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

Nature is calling. David Suzuki Foundation hopes you’ll answer

Latest instalment of annual effort encourages Canadians to get outside

Irrelevant messages drive rise of ‘deletist’ consumers

New Aimia survey finds Canadians are getting tougher on brands

BMO emphasizes its human touch

Online video brings new brand promise to life

Green-friendly IKEA celebrates getting off the grid

Retailer highlighting ongoing environmental efforts with Earth Day event

Inside The Brick’s branding rethink

Retailer replaces "Nobody Beats The Brick" tagline with "Saving You More"

Toronto Silent Film Festival’s Instagram adventure

How TSFF turned its Instagram into a sprawling 'choose your own adventure' film

Cirque du Soleil sells majority stake to U.S. equity firm

Founder Guy Laliberte will continue to provide strategic and creative input

Blacks embarks on a journey fueled by life’s special moments

Retailer targets snap-happy moms in new advertising campaign from Cossette