Cannes Lions

McCafe Cinema

COSSETTE, Toronto / MCDONALD'S / 2016

Presentation Image
Film
Film
Film
Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

We showed the TIFF audience McCafé shares their appreciation of film by creating parodies of critically acclaimed movies starring coffee beans: Lawrence of Arabica (Lawrence of Arabia), Beanheart (Braveheart, The Grinding (The Shining), The Good The Bad & The Brewed (The Good, The Bad & The Ugly), and Donnie Darkroast (Donnie Darko).

Execution

During the 10-day festival, the videos were promoted on social media (targeting the Greater Toronto Area), and through shazamable coffee sleeves handed out to the long lines of festivalgoers. Once the sleeves were scanned with the Shazam app’s visual feature, the viewer was brought to mccafecinema.com to watch all the film spoofs.

Outcome

The online videos reached well past the festival with 453,683 completed views. Organic reach on Twitter alone reached 2.2 million people. The campaign set a new record for McDonald’s Canada, with 99.2% of consumer reactions on social media being positive. But most impressive was a positive tweet from the writer/director of Donnie Darko himself “Loving this @McD_Canada DONNIE DARKROAST commercial.”

Similar Campaigns

12 items

Burger in Chinese Painting

LEO BURNETT SHANGHAI, Shanghai

Burger in Chinese Painting

2023, MCDONALD'S

(opens in a new tab)