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McDonald's Restaurants of Canada: Breakfast Our target group ("regular" males, 25-49) felt pressed for time in the morning. They also found mornings to be fraught with unanticipated minor disasters, and felt guilty about not having a complete, hot breakfast. Our creative connected these insights. The argument was simple: A hot breakfast will help you avoid morning's potential pitfalls. And because McDonald's is so fast and convenient, you can grab a hot breakfast without wasting valuable morning minutes. |
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| Gold: Palmer Jarvis DDB | Silver: Ammirati Puris Lintas | Bronze: Young & Rubicam |
| Finalists: BBDO Canada Gee, Jeffery & Partners Holmes & Lee Ogilvy & Mather TAXI Advertising & Design |
| Judges: Creative Strategic |
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