Eat the Code

Experiential/Digital Engagement - Single

2025

Cossette, Montreal, QC
w: cossette.com

Developers often forget to eat while coding. McDonald's Quebec saw this as an opportunity to engage them in a unique way. Eat the Code embedded promo codes in the coding environment, creating a rewarding experience. By speaking their language, we turned their work into a fun challenge, reminding them to take a break. This strategy integrated McDonald's seamlessly into their routine, offering personalized rewards aligned with their lifestyle.

Production House: Septième
Media Agency: OMD
Chief Creative Officer, Cossette Est: Anne-Claude Chénier
Executive Creative Director: Alexandre Gadoua
Creative Director: Richard Rochette-Villeneuve
Creative Director, Craft: Alexandre Jutras
Copywriter: Nadine El-Whidi, Souléman Diallo, Sébastien Forget, Clément Ginon
Art Director: Mehdi Sedira, Fany Thourain, Nicolas Baillargeon, Rosalie Lacroix
Team Lead, Development & Senior Developer: Jean-Louis Mainguy
Frontend Developer: Timothy Kotzerke
Senior Copywriter, Social: Zeina Samaha
Vice President, Strategy: Chris Bergeron
Strategy: Antoine Cormier, Cleo Tellier
Product Owner: Maria-Laura Laubenthal, Tess Wong, Natalie Azoulay
Social Analytics & Community Management: Farah Chaou, Hayley Green
Social Analytics: Niki Coulson, Nishant Mendiratta
Senior Director, Lead Digital Business: Marie-Michèle Coulombe
Web Development: Jean-Louis Mainguy, Timothy Kotzerke, Cédric Marcelly, Louis-Émile Vromet
Support, Maintenance & Deployment: Jeff Maynard, Julia Kim
Production Manager: Anthony Gratton
Post-Production Coordinator: Océanne Langlois
Video: Hugo Dubé-Rouleau
Editing: Delphine Legault
Motion Designer: Vincent Laquerre, Loïc Dubeau, Isaac Baulne
Graphic Designer: Martin Lemay, ÉLisabeth Matte, Annie Turcotte
Client: McDonald's Canada – Mélissa Hains, Suzanne Grondin, Noémie Duchesne, Rebecca Smart, Catherine Gao, Nezariel Scott, Fatma Othman

Winning Website: eatthecode.isthe.work/