Client: McDonald's Hungary
Agency: DDB Budapest
Creative Director: Karolina Galácz
Senior Copywriter: Boglárka Csikó
Art Director: Bálint Kovács
Agency: DDB Budapest
Creative Director: Karolina Galácz
Senior Copywriter: Boglárka Csikó
Art Director: Bálint Kovács
McDonald's is definitely the spot to head to when you crave a burger. But what about those times when the overwhelming desire for a nice cup of coffee hits you?
McCafé wanted to boost the brand's reputation by relaunching it in Hungary – with the help of a brand-new creative platform idea that makes McCafé the brand that comes to mind when someone is longing for a cup of coffee.
The insight of our idea is basically the well-known phrase "Yes, but first coffee!" – the fact that this great hot drink is always there for you when getting ready for important or exciting everyday moments and situations, such as a job interview, a first date or just a hectic Monday morning. The platform idea is based on the promise that there's a specific type of McCafé drink for all of these situations. So instead of recommending coffee to people by the typical parameters such as taste or the type of roasting, we recommend coffee based on everyday situations familiar to all of us. As a part of the idea, we also named McCafé drinks, referring to these situations: "first day at my new job" espresso or "meeting his parents" cappuccino.
We also came up with a product-focused visual idea for the platform that is bold and playful at the same time: the illustrations that complete the coffee photos and the headlines refer to those important everyday moments that coffee helps you get ready for.
