STUDY

TitleSTUDY
BrandMcDONALD'S
Product / ServiceMcDONALD'S
CategoryB03. Illustration
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA
Media Agency OMD SYDNEY, AUSTRALIA

Credits

Name Company Position
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

Brief Explanation

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.

The Brief

Remind people that McCafe provides quality coffee for everyone who needs it.

How the final design was conceived

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

Indication of how successful the outcome was in the market

Too early to tell.