2015 Winners & Shortlists

Brief Explanation

The challenge was to communicate McDonald's as a complete breakfast option while remaining faithful to the simplicity of it's brand DNA. To dramatize the fact that people could enjoy a full breakfast experience, we felt the need to explore a new kind of visual grammar with the potential to break the clutter of conventional food photography.

The Brief

Most people who don't breakfast at home choose Starbucks or similar outlets for a coffee and croissant in the morning. Perhaps more importantly, many people are not even aware that McDonald's serves breakfast at all. We were tasked to change this perception by positioning McDonald's as a one-stop breakfast option where a complete and satisfying meal could be enjoyed.

How the final design was conceived

Vectors allowed us to 'dissect' each food item in the form of a coffee cup. This resulted in graphic illustrations that combined both food and beverage, conveying the idea of a complete breakfast. The simplicity of the illustration style gave a sought after warmth to the artwork and connected with McDonald's positioning of 'Simple, Easy Enjoyment'.

Indication of how successful the outcome was in the market

Still waiting on results

As a leader in the Quick Service Restaurant Category, McDonald’s is constantly under scrutiny for its food quality which places a great deal of strain on its perception. More than ever people, particularly mothers, care about what they and their families eat and where their food comes from. As a result, McDonald’s is a brand that puts a lot of effort behind ensuring the cleanliness and quality of their ingredients and spares no effort to be 100% transparent with their customers, ranging from the bold step of placing nutritional information on packaging to sharing videos of food from farm to tray.