Cannes 2017

ALL THINGS TBWA AT THE FESTIVAL OF CREATIVITY

"Time To Wake Up"
McDonald's

TBWA\Shanghai

McDonald’s offers a complete range of coffees, but people think of McDonald’s as a burger and fries place. They don’t think of McDonald’s when they feel like coffee.

By showing the effect of coffee in a way that creates McDonald’s well-known Golden Arches-logo, we inseparably associate coffee with McDonald’s.The big M is composed of the before and after effect of drinking coffee, to wake people up figuratively.

The McCafé coffee effect is expressed through the transition from a polluted world to a green world, from fashion addiction to a deeper and more meaningful lifestyle, from tech addiction to getting connected with people again. The transition happens in the generic McCafé coffee cup. It’s a universally recognizable coffee effect, but visualized in a uniquely McDonald’s way. A lighthearted graphic style is used to enhance the expression and to be in line with the joy the brand stands for.