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.
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