By showing the effect of coffee in a way that creates McDonald’s well-known

Golden Arches-logo, we inseparably associate coffee with McDonald’s. The

lighthearted animation style is completely in line with the brand’s tone-of-

voice.

The McCafé coffee effect is expressed through the transition from a sheep to

a wolf: from a soft, docile characterless underdog you turn into an energetic

predator ready to conquer the world. The transition happens in the generic

McCafé coffee cup: a sheep jumps in, a wolf jumps out. It’s a universally

recognizable coffee effect, but visualized in a uniquely McDonald’s way.

A lighthearted graphic style is used to enhance the expression and to be in

line with the joy the brand stands for. The sheep looks sleepy all the way, the

wolf becomes gradually more excited, creating a strong contrast. Both

animals are seen from different angles, as if they spin around during their

jump.

The ad is too recent to be able to measure the effect, but the coffee business

at McDonald’s is growing.