McDonald's: Fries

The NHL Stanley Cup playoffs just wouldn't be the same without playoff beards. The superstitious practice was introduced in the 1980s and is now present in many sports. To kick-off the first-round series between the four Canadians 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 real team, where the identity of the group is based on the character of each one, each player has their own personality tied to a classic menu item. A campaign designed to go far in the playoffs. The campaign will launch on Thursday in Montreal, during the first game of the NHL Stanley Cup playoffs between the Montreal Canadiens and the Toronto Maple Leafs, two of the most well-known franchises in hockey. It’s the first time that the two rivals face each other since 1979, which is a big deal in Canada. The campaign, created by Cossette, will go live in OOH, print, social media and mobile devices.