McCafé

The Brief: Market McCafé coffee as the perfect way to start your day.

The Challenge: McCafé was already a part of people’s mornings but it needed to be seen as essential, not just convenient. The mission? Turn coffee and breakfast into the Shaq and Kobe of the AM routine: individually great, but damn near unstoppable when paired up.

The Concept: They come hand in hand. Coffee isn’t just something you grab, it’s what makes breakfast feel complete. So instead of selling it solo, we paired McCafé with breakfast staples to turn mornings into something worth waking up for.

The Creative Process: I started with one truth: people need coffee but they love a full breakfast. I explored that space between necessity and comfort, where morning routines turn into rituals. From there, it was all about voice. The tone had to feel relatable the kind of copy you see, laugh because it’s true, and then end up ordering the combo the next day. I wrote lines that treated coffee and breakfast as a true duo because coffee alone wakes you up, but coffee with breakfast makes you whole.

Art Director: Gavril Brown