concept, copy, creative direction
McDonald’s planned to launch espresso drinks under the sub-brand of McCafé. They piloted the program on the west coast and asked us to do something as bold as their strategy.
So we went big. Literally. Amplifying the message by filling the town with giant cups, street teams, billboards, even an app to simplify ordering.
The success of the test launch was so dramatic, they made a full commitment to the McCafé brand. Today, it's found all around the world.