The NHL Stanley Cup playoffs just wouldn't be the same without playoff beards.
The superstitious practise was introduced in the 1980s and is now present in many sports. To kick-off the first-round series between the four Canadian teams, McDonald's has played with tradition to position itself as the restaurant for those who don't want to miss a minute of the action. Much like a genuine team, where the identity of the group is based on the character of each one, each player has their own character tied to a classic menu item. A campaign meant to go far in the playoffs.
Advertising Agency: Cossette, Montreal, Canada
Creative: Cédric Audet, Julien Hérisson, Philippe Brassard
Strategy: Jean-Xavier Wilhelmy
Product: Vanessa Audigand, Jessica Malo
Illustrator: Edgar Rozo