McDonald's Simply good coffee "WakeUpArches"
Sometimes you don’t need a lot of words. A simple picture says it all. The Wake Up Arches are the perfect example of how to turn an iconic logo into a powerful piece of communication. 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 Arches had been used for communication in the past, this is the first time they tell a story – by the simple trick of adding coffee beans.
- BrandingCampaign Logos
Country
- Germany
Client
- McDonald's
Executive Creative Director
- Hans-Peter Sporer
- Andreas Pauli
Chief Creative Officer
- Armin Jochum
Creative Director
- Dimitrios Arampatzioglou
- Desiree Leiprecht
Account Director
- Steffen Methner
Copywriter
- Julian Melzer
Junior Art Director
- Claudia Kohlke
Junior Copywriter
- Aljosa Krkic
Art Director
- Verena Eckloff
Advertising Agency
- thjnk
- Leo's Thjnk Tank
- Leo Burnett Germany
Sometimes you don’t need a lot of words. A simple picture says it all. The Wake Up Arches are the perfect example of how to turn an iconic logo into a powerful piece of communication. 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 Arches had been used for communication in the past, this is the first time they tell a story – by the simple trick of adding coffee beans.