|Product / Service||McDONALD'S|
|Entrant||LEO BURNETT SYDNEY, AUSTRALIA|
|Entrant Company||LEO BURNETT SYDNEY, AUSTRALIA|
|Advertising Agency||LEO BURNETT SYDNEY, AUSTRALIA|
|Media Agency||OMD SYDNEY, AUSTRALIA|
|Andy Dilallo||Leo Burnett Sydney||Chief Creative Officer|
|Vince Lagana||Leo Burnett Sydney||Head Of Art|
|Grant Mcaloon||Leo Burnett Sydney||Head Of Copy|
|Grant Mcaloon||Leo Burnett Sydney||Copywriter|
|Bruno Nakano||Leo Burnett Sydney||Art Director|
|Bruno Nakano||Leo Burnett Sydney||Illustrator|
|Jeremy Devilliers||Leo Burnett Sydney||Executive Print Producer|
|Neil Duncan||Leo Burnett Sydney||Senior Business Manager|
|Jo Feeney||Mcdonald's||National Marketing Manager|
|Tim Kenward||Mcdonald's||Marketing Manager|
We needed to create work that stood out from the usual retail-style pieces that surrounded such advertisements. In doing so we also wanted to elevate the perception of McCafe coffee while still retaining the brand's warm and welcoming tone.
Remind people that McCafe provides quality coffee for everyone who needs it.
Simple and clean, with a soothing palette of colours suited to early morning, the abstract illustration style allowed us to convey causes of tiredness in a graphic and charming way
Too early to tell.