MCDONALD'S -
WAKEUP ARCHES
The WakeUp Arches were spread all over Germany this spring.
Not only as OOH motives, but also on Social Media and as follow-up print ads.
THE BRIEF:
When you think about getting yourself a coffee, you think of Starbucks or maybe a bakery. But too few people think about going to McCafé. Even though, McCafé not only has coffee in Barista quality and real barista prepare your coffee, but also being McDonald’s about the whole thing by offering simply good coffee without all the chichi.
THE SOLUTION:
Sometimes you don’t need a lot of words. A simple picture says it all.
„The WakeUp Arches“ are the perfect example of how to turn an iconic logo into
a powerful piece of communication. We turned the iconic McDonald’s arches into awakening eyes. Making clear: If you’re truly tired, one thing helps best: simply good coffee from McCafé.
CULTURAL CONTEXT:
Coffee has become something people can distinguish themselves with.
McCafé is saying: forget it. Coffee should foremost be one thing:
Simply good.
AWARDS:
ADC: Bronze
D&AD: Wood Pencil
New York Festivals: Shortlist
The One Show: Shortlist
PRESS:
