McDonald’s Canada Paints the Town Gold at the Calgary Stampede with Mural Artistry

For this year’s Stampede, McDonald’s Canada is lighting up the town with an eye-catching series of hand-painted murals as a tribute to Canadian agriculture, and to celebrate the nearly 50,000 farmers and ranchers who make its menu possible. The Calgary Stampede, known as The Greatest Show on Earth and the World’s Largest Outdoor Rodeo, has been showcasing local agriculture since the 1800s. 

“We’re excited to reveal our unique mural activation, honouring those who provide our restaurants with the finest quality Canadian ingredients,” says Camila Merlano, West marketing lead at McDonald’s Canada. “The Calgary Stampede’s commitment to quality and sustainable Canadian farming aligns with our values at McDonald’s Canada, and these murals capture this beautifully, recognising the vital contributions of passionate farmers, ranchers and their families to our local communities.”

Created in partnership with Cossette, the striking out-of-home campaign features a series of paintings by artist Jess Franks. These pieces add a twist to the classic Western film trope of riding into the sunset, by showing ranchers heading towards the glow of McDonald’s iconic golden arches against the Calgary landscape. Celebrating the invaluable contributions of agricultural workers, the campaign places the mounted rancher—a symbol of tireless Canadian farming - at the heart of this McDonald’s tribute, capturing the sundown moment as they ride into the well-earned glow of yet another hard day’s work done.

“Although technology continues to shape modern agriculture, the timeless essence of hard work and craft endures. That’s why the concept of a hand-painted campaign for the Stampede made perfect sense. It embodies McDonald’s commitment to craftsmanship and food quality,” says Shona Massey, senior art director at Cossette. “We’re thrilled to have the exceptionally talented Jess Franks on board. Her unique ability to depict the enchanting light of golden hour makes her the ideal collaborator and adds a touch of Western romanticism to the project.”

As part of the Stampede campaign, McDonald’s Canada is taking its continued commitment to Canadian agriculture and authenticity to the next level with additional advertising that spotlights McDonald’s 100% Canadian beef and the return of the Western BBQ Quarter Pounder. Media for the integrated campaign was handled by OMD and includes digital, OOH and radio.

All three Riding into the Golden Arches murals can be seen on the streets of Calgary in out-of-home displays throughout the duration of Stampede, from July 1 to July 14, 2024.