We needed to create work that stood out from the usual retail-style pieces that surrounded such advertisements. In doing so we also wanted to elevate the perception of McCafe coffee while still retaining the brand’s warm and welcoming tone.

Simple and clean, with a soothing palette of colours suited to early morning, the abstract illustration style allowed us to convey causes of tiredness in a graphic and charming way – a clear reminder that McCafe coffee is there for everyone in need of a pick-me-up.

Having only just run, it is too early to gauge the impact of this work.