{"id":109894,"date":"2025-11-05T17:53:09","date_gmt":"2025-11-05T22:53:09","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=109894"},"modified":"2025-11-05T17:53:18","modified_gmt":"2025-11-05T22:53:18","slug":"mcdonalds-rona-cossette-et-sid-lee-jouent-dans-la-meme-equipe","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/mcdonalds-rona-cossette-et-sid-lee-jouent-dans-la-meme-equipe\/","title":{"rendered":"McDonald&rsquo;s, RONA, Cossette et Sid Lee jouent dans la m\u00eame \u00e9quipe"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" width=\"1024\" height=\"576\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-McDonalds-du-Canada-x-Cossette-McJoueur-Image-den-te\u0302te-2560x1440-1-1024x576.jpg\" alt=\"\" class=\"wp-image-109901\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-McDonalds-du-Canada-x-Cossette-McJoueur-Image-den-te\u0302te-2560x1440-1-1024x576.jpg 1024w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-McDonalds-du-Canada-x-Cossette-McJoueur-Image-den-te\u0302te-2560x1440-1-300x169.jpg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-McDonalds-du-Canada-x-Cossette-McJoueur-Image-den-te\u0302te-2560x1440-1-768x432.jpg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-McDonalds-du-Canada-x-Cossette-McJoueur-Image-den-te\u0302te-2560x1440-1-1536x864.jpg 1536w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-McDonalds-du-Canada-x-Cossette-McJoueur-Image-den-te\u0302te-2560x1440-1-2048x1152.jpg 2048w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2025\/11\/1-McDonalds-du-Canada-x-Cossette-McJoueur-Image-den-te\u0302te-2560x1440-1-1200x675.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<p>4 novembre 2025<\/p>\n<p><strong>Pour la premi\u00e8re fois, McDonald\u2019s du Canada s\u2019allie \u00e0 RONA dans une offensive marketing crois\u00e9e, orchestr\u00e9e conjointement par Cossette et Sid Lee, deux piliers de la cr\u00e9ation qu\u00e9b\u00e9coise.<\/strong><\/p>\n<p>Dans un univers hybride o\u00f9 le hockey rencontre la r\u00e9novation, Samuel Montembeault, gardien des Canadiens de Montr\u00e9al, partage l\u2019affiche avec Mike chez RONA, figure bien connue de la culture populaire d\u2019ici. Ensemble, ils forment un duo aussi improbable qu\u2019iconique, maniant avec aisance les jeux de mots et les codes culturels qu\u00e9b\u00e9cois.\u00a0<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>La campagne McJoueur nous pousse chaque ann\u00e9e \u00e0 nous renouveler. Cette \u00e9dition est un parfait exemple de collaboration cr\u00e9ative, tant entre marques qu\u2019entre agences \u00bb, souligne Marc-Andr\u00e9 Vigneault, directeur de cr\u00e9ation chez Cossette. \u00ab Le duo form\u00e9 par Sam et Mike nous a permis de cr\u00e9er des contenus \u00e0 la fois divertissants et ancr\u00e9s dans l\u2019imaginaire qu\u00e9b\u00e9cois. \u00bb<\/p>\n<\/blockquote>\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/uJTrhAPDHd8?si=mX2ra9eh_mV1nRz6\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<blockquote class=\"wp-block-quote\">\n<p>D\u00e8s les premi\u00e8res discussions , on a tout de suite senti un v\u00e9ritable d\u00e9sir de collaborer et \u00e7a s\u2019est fait dans la coll\u00e9gialit\u00e9 la plus naturelle. C\u2019est vraiment excitant de pouvoir m\u00e9langer nos deux univers comme on vient de le faire, c\u2019est une exp\u00e9rience, rarement vue dans l\u2019industrie, qui en plus enrichit nos marques respectives \u00bb ajoute David Lambert, directeur de cr\u00e9ation chez Sid Lee.<\/p>\n<\/blockquote>\n<blockquote class=\"wp-block-quote\">\n<p>En r\u00e9unissant un athl\u00e8te qu\u00e9b\u00e9cois sympathique, appr\u00e9ci\u00e9 de tous et un personnage embl\u00e9matique de la pub d\u2019ici, on c\u00e9l\u00e8bre ce qui nous unit. \u00bb, affirme Melissa Hains, Directrice en chef du marketing, strat\u00e9gie des march\u00e9s chez McDonald\u2019s du Canada. \u00ab Cette \u00e9dition de McJoueur refl\u00e8te pleinement l\u2019esprit rassembleur de notre marque. \u00bb<\/p>\n<\/blockquote>\n<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/84O9E0-yqgE?si=8sWlcf8lF1CfzS3n\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<blockquote class=\"wp-block-quote\">\n<p>C\u2019est formidable de voir deux marques fortes unir leur force, chacune avec ses propres objectifs, pour b\u00e2tir quelque chose d\u2019unique ensemble. \u00bb pr\u00e9cise Catherine Laporte, cheffe de la direction num\u00e9rique et marketing chez RONA.\u00a0<\/p>\n<\/blockquote>\n<p>Diffus\u00e9e \u00e0 la t\u00e9l\u00e9, en affichage, en ligne et sur les r\u00e9seaux sociaux, la campagne mise sur une co-cr\u00e9ation harmonieuse entre ces deux marques embl\u00e9matiques qu\u00e9b\u00e9coises, sans jamais forcer le trait. Parmi les \u00e9l\u00e9ments phares : la <em>wrenchette<\/em>, un objet promotionnel \u00e0 mi-chemin entre l\u2019outil et la fourchette, con\u00e7u pour prolonger l\u2019univers de la campagne jusque sur les chantiers et dans les fils des cr\u00e9ateur\u00b7trice\u00b7s de contenu.<\/p>\n<p><strong>CR\u00c9DITS<\/strong><\/p>\n<p><strong>Annonceurs :&nbsp;<\/strong><\/p>\n<p><strong>Client\u00b7e\u00b7s : McDonald\u2019s du Canada<\/strong><\/p>\n<p>Directrice en chef du marketing, strat\u00e9gie de march\u00e9s: M\u00e9lissa Hains<\/p>\n<p>Directrice du marketing: Suzanne Grondin<\/p>\n<p>Surveillantes du marketing r\u00e9gional: No\u00e9mie Duchesne, Catherine Chevrier<\/p>\n<p><strong>Client\u00b7e\u00b7s : RONA<\/strong><\/p>\n<p>Cheffe de la direction num\u00e9rique et marketing : Catherine Laporte<\/p>\n<p>Directrice principale, Marketing de marque : Jacynthe Prince<\/p>\n<p>Chef, Marketing de Marque, Publicit\u00e9s et Marketing d\u2019Influence : Myriam Bernier<\/p>\n<p>Sp\u00e9cialiste Marketing, Marques et Publicit\u00e9s: V\u00e9ronique Legault<\/p>\n<p><strong>Agence : Cossette<\/strong><\/p>\n<p>Vice-pr\u00e9sidence, direction de cr\u00e9ation ex\u00e9cutive: Anne-Claude Ch\u00e9nier, Alexandre Gadoua<\/p>\n<p>Direction de cr\u00e9ation: Marc-Andr\u00e9 Vigneault<\/p>\n<p>Cr\u00e9ation: Marc-Antoine Vall\u00e9e, Rapha\u00ebl C\u00f4t\u00e9<\/p>\n<p>Collaboration cr\u00e9ative: Michel Compagna, Fran\u00e7ois Hiron&nbsp;<\/p>\n<p>Strat\u00e9gie de contenu: Jeremy Brisson Tessier, Farah Chaou<\/p>\n<p>Cr\u00e9ation de contenu: Kelly St-Pierre, Nicolas Shelehoff, Pierre-Antoine Brochu<\/p>\n<p>Directrice, Lead Affaires: Natalie Azoulay<\/p>\n<p>Service-conseil: Catherine Benda, Maria-Laura Laubenthal<\/p>\n<p>Production d\u2019agence: Vicki Gagnon<\/p>\n<p>Production imprim\u00e9e et num\u00e9rique : Septi\u00e8me<\/p>\n<p>Traduction et linguistique : Septi\u00e8me<\/p>\n<p>Agence m\u00e9dia: OMD<\/p>\n<p>Agence RP: Weber Shandwick<\/p>\n<p><strong>Agence : Sid Lee<\/strong><\/p>\n<p>Cr\u00e9ation :<\/p>\n<p>Directeur de cr\u00e9ation ex\u00e9cutif: David Allard<\/p>\n<p>Directeur de cr\u00e9ation : David Lambert<\/p>\n<p>Cr\u00e9ation: Christian Jomphe, Simon Blaqui\u00e8re<\/p>\n<p>Collaboration cr\u00e9ative: Quentin Fachon<\/p>\n<p>Vice Pr\u00e9sidente service-conseil : Thalie Poulin<\/p>\n<p>Directrice service conseil : Val\u00e9rie Roy<\/p>\n<p>Conseill\u00e8re : Gabrielle Cr\u00e9peau-Hubert<\/p>\n<p>Directeur principal de la strat\u00e9gie, chef de la strat\u00e9gie:&nbsp; Jean-Claude M. Kikongi<\/p>\n<p>Strat\u00e8ge : Nicolas Dumitru<\/p>\n<p>Gestionnaire de contenu : Am\u00e9lie Duplessis-Tellier&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Production d\u2019agence : Vanessa Gervais, Alexandra Michaud<\/p>\n<p>Relation publique : Laetitia Harty, \u00c9milie Perreault<\/p>\n<p>Agence m\u00e9dia : Cossette M\u00e9dia&nbsp;<\/p>\n<p>M\u00e9dias sociaux : Substance&nbsp;<\/p>\n<p><strong>Maison de prod : Les Enfants<\/strong><\/p>\n<p>R\u00e9alisation : Alec Pronovost<\/p>\n<p>Production ex\u00e9cutive : Guillaume Arsenault<\/p>\n<p>Production adjointe : Marie-Chun Rofekamp-Allaire<\/p>\n<p>Direction photo : Beno\u00eet Jones-Vall\u00e9e<\/p>\n<p>Direction artistique : \u00c9ric S\u00e9n\u00e9cal<\/p>\n<p>Stylisme : Marie-Claude Guay<\/p>\n<p>Montage offline : \u00c9mil Baroon<\/p>\n<p>Colo : Post-Moderne (Steven Mercier)<\/p>\n<p>Montage online : Post-Moderne<\/p>\n<p>Son: Circonflex (Mathilde Langlois-Bettez et Craig Murdock)<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_109894\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\" 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