Campaign
Must Be McCafe
Ask: Make the McCafé Holiday cup stand out from the rest of the competition.
Spirit
Magic
Wonder
Strategy
Insight
During the holidays there is more pressure to make things magical for those around you. It takes a lot of unseen and underappreciated effort to orchestrate everything that needs to be done.
Idea
McCafe is the magic behind the magic of the Holidays.
While people are determined to create a magical holiday experience for their loved ones, McCafe will be the magic that keeps them going through the exhaustion of getting everything done for their loved ones.
While people are determined to create a magical holiday experience for their loved ones, McCafe will be the magic that keeps them going through the exhaustion of getting everything done for their loved ones.
Poster
GDNs
Billboard
Bus Shelter
Audio (Radio)
(Background sound of a busy shopping center with Christmas music playing)
Kids screaming (Muffled)
I want to go there
People asking for donations (Faint)
Could you spare some change?
Thank you.
Sales announcement over the speaker. (Faint)
Today only 50% off
Kids screaming (Muffled)
I want to go there
People asking for donations (Faint)
Could you spare some change?
Thank you.
Sales announcement over the speaker. (Faint)
Today only 50% off
VO
Aren’t the holidays just filled with the magic of the season
(Background sound ends)
Sparkling chimes
Aren’t the holidays just filled with the magic of the season
(Background sound ends)
Sparkling chimes
Woman
One coffee 2 creams, please
Cashier
Here you are
Long sip of coffee.
Ahh
One coffee 2 creams, please
Cashier
Here you are
Long sip of coffee.
Ahh
(Background sound continues)
VO
For the people that keep the holiday magic going.
Must be McCafe.
For the people that keep the holiday magic going.
Must be McCafe.
Video
Opening Scene
black screen opens the door to a woman who with both hands reaches forward toward the camera.
black screen opens the door to a woman who with both hands reaches forward toward the camera.
Cut to a side shot of her pulling out boxes from the storage room.
She opens the boxes and stands with her hands on her hips as she lets out a deep sigh looking around at the living room filled with Christmas decorations.
Medium close-up shot of her looking back and forth at the mess she made. She is pressing her lips together as she gets overwhelmed by the task she has started.
SFX: Doorbell
She looks back toward her door relieved by the distraction.
She opens the door
Cut to 3/4 shot outside the front door.
her friend holding two cups of McCafe.
She smiles
Woman1
Thank you I needed this.
Cut to 3/4 shot outside the front door.
her friend holding two cups of McCafe.
She smiles
Woman1
Thank you I needed this.
Background:
Decorations start moving as sparkling dust decorates the home as the women are speaking at the door.
Decorations start moving as sparkling dust decorates the home as the women are speaking at the door.
SUPER: For the magic behind the magic of the holidays.
LOGO: Must be McCafé.
LOGO: Must be McCafé.
Opening Scene
A man opens the front door carrying an armful of Christmas lights toward the camera.
A man opens the front door carrying an armful of Christmas lights toward the camera.
Cut to full shot: as he drops the tangled lights on the lawn.
He looks at the tangled mess and stands with his hands on his hips as he lets out a deep sigh looking around at the decorations he has piled on the lawn and then up at the house.
Medium close-up shot: looking back and forth at the mess he made. He is pressing her lips together as she gets overwhelmed by the task he has started.
SFX: Car driving into the driveway.
He looks back toward the driveway relieved by the distraction.
Pan to his wife coming out of the car with McCafe.
Cut to a 3/4 shot of the two holding a cup of McCafe.
They smile as they look at each other.
Man
Thank you I needed this.
Cut to a 3/4 shot of the two holding a cup of McCafe.
They smile as they look at each other.
Man
Thank you I needed this.
Background:
Decorations start moving as sparkling dust decorates the home as the couple are speaking and enjoying their drinks.
Decorations start moving as sparkling dust decorates the home as the couple are speaking and enjoying their drinks.
SUPER: For the magic behind the magic of the holidays.
LOGO: Must be McCafé
LOGO: Must be McCafé
Opening Scene Mall (medium shot)
The woman leaves the store toward the camera.
The woman leaves the store toward the camera.
Cut to full side shot: as she struggles to carry all her bags she sets them down.
She looks down at all the bags and stands with her hands on her hips as she lets out a deep sigh looking around at the busy mall.
Medium close-up shot: she pulls out a list and squints at it. She breathes in and lets out a long sigh as she gets overwhelmed by the list she still needs to get.
She looks over and sees a McCafe
A smile comes over her face.
A smile comes over her face.
She goes over and orders a McCafe
Cut to 3/4 shot of her at the counter with a cashier
They smile as they look at each other
Woman
One coffee 2 creams, please
Cut to 3/4 shot of her at the counter with a cashier
They smile as they look at each other
Woman
One coffee 2 creams, please
Cut to the cashier handing her coffee
Here you are
Woman reaching for coffee
Thank you I needed this
Here you are
Woman reaching for coffee
Thank you I needed this
Cut to a Woman walking through the mall sipping on her coffee
Background:
A sparkling dust trails her as her shopping bags start floating behind her.
SUPER: For the magic behind the magic of the holidays.
LOGO: Must be McCafé
Background:
A sparkling dust trails her as her shopping bags start floating behind her.
SUPER: For the magic behind the magic of the holidays.
LOGO: Must be McCafé
