Whether we see it in the news or not, there’s still a good bit of good out there on the streets of America. Real people, doing honest-to-god kind things for each other. So as America’s most reliably good cup of unpretentious coffee, we pitched McDonald’s on positioning McCafe as the country’s unofficial cup of keep-it-up, along with a new line, a new look and a soul-warming spot.
Credits: Creative Directors: Ben Tolbert, Chris Juhas | Producer: Lizzie Marcy | Director: Henry Alex Rubin
We also introduced a new look and feel. With McCafé revising the logo to only be a word mark, and the cups being a simple golden-yellow gradient, the focus would be on the coffee. So we applied this logic to the look and feel. Simple cup and simply coffee ingredients in all their forms. We used all the textures of the coffee-making process and applied this new look to TV, OLV, social and out of home. The highlight being a simple, graphic billboard above the flagship McDonald’s in Times Square. See a video of that below.
Credits: Creative Directors: Ben Tolbert, Chris Juhas | Designers: Scott Hiers, Kevin Reid