In Quebec, there is a single day of the year traditionally reserved for moving: July 1, the day most leases roll over. As part of a larger campaign highlighting Moving Day, McDonald’s launched a series of handcrafted visuals that recall moving.

The different kinds of tape that are so handy before and after a move were given a McDonald’s twist: masking tape, electrical tape, and packing tape were used to recreate McDonald’s most iconic menu items as a friendly nod to Quebecers on the move. The posters were made out of real tapes and appeared in neighbourhoods that usually experience a high concentration of moves. This helped reinforce the relationship between McDonald’s and Moving Day.