McDonald's "The Playoffs Menu" by Cossette

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

Client: McDonald's

Creative: Cédric Audet, Julien Hérisson, Philippe Brassard
Strategy: Jean-Xavier Wilhelmy
Product: Vanessa Audigand, Jessica Malo
Illustrator: Edgar Rozo