When you think about getting yourself a nice cup of coffee, you think of going to a local café or maybe Starbucks or a bakery. But would you go to McDonald’s? Probably not, as nobody has McCafé on their radar. Even though McCafé not only serves coffee in barista quality but the coffee is prepared by actual baristas.

And above all: McDonald’s is staying completely true to themselves with McCafé by offering simply good coffee without all the fuss. The mission was to get this message out on the streets and to coffee lovers all over Germany.

In a time where coffee has become something so individual that people even identify themselves with it, McDonald’s wants to stick out. Because McDonald’s thinks that coffee should foremost be one thing: simply good.

And simplicity was the key to this successful idea: Since the tired mind is not open for long conversations, this campaign needed a picture that could be understood right away. Although the McDonald's Golden Arches had been used for communication in the past, this was the first time they told a story – by the simple trick of adding coffee beans.

The "WakeUpArches" is the perfect example of how to turn an iconic logo into a powerful piece of communication. We transformed the iconic McDonald’s Golden Arches into awakening eyes with coffee beans as pupils. A design reduced to the most essential things: Our brand logo and coffee. And it didn’t even need a lot of words. It is just a simple but surprising picture that said it all and made it clear: If you’re truly tired, one thing helps best - simply good coffee from McCafé.

McDonald’s WakeUpArches were spread all over Germany in spring 2020. Not only as OOH motives but also on social media and as follow-up print ads.

The WakeUpArches were visible on 5,987 surfaces throughout spring 2020. Everywhere you went, you came across the ad. And of course at POS as well, where in-store posters caught customers’ attention. With a staggering outcome: McDonald’s reached more than 41.6 million contacts all over Germany.