Golden mornings with McCafé
Work
Cossette awakens morning magic in its latest campaign for McDonald’s Canada.
Inspired by McCafé’s new packaging, we launched Rise and Shine, a campaign aimed at showing that McDonald’s Canada is still the go-to for people looking to start the day off right. Featuring a promotional offer—breakfast for $4 plus tax—this series of visuals depicts morning scenes where McCafé adds some light and liveliness to coffee lovers’ daily routine.
Each visual portrays McCafé customers in regular, everyday situations—a businessman crossing the street, a student heading to class, construction workers in action, and a couple enjoying some winter fun. Thanks to the sunrise, a ray of light shines down on these scenes, demonstrating how McCafé brightens up the morning. This sunbeam also evokes the iconic golden arches from the McDonald’s logo and adds some morning magic to customers’ experience.
Rolling in Quebec from March 5 until April 8, 2024, the campaign is showcased with its new visual identity through sponsored social media content and web banners.
