2019 Winners & Shortlists

Background.

The barista world is increasingly becoming over-complicated. With fancy brews and hipster coffee trends taking over, finding a cup of simple coffee is challenging. In this cluttered world, we had to position McCafé as a coffee brand that cuts out the frills and fuss and gives its customers just what they want, simple coffee. Our objective was to establish McCafé as a coffee without any extra add on.

Describe the creative idea.

McCafé prides itself in serving coffee without any extras, complications or fuss. To illustrate just how simple our coffees are, we created iconic visuals that showcase the ingredients that go into it. The visuals depict the ingredient in the ratio they are used in for each coffee.

Describe the strategy.

At McCafé, each coffee is made from simple ingredients in specific proportions. So we demonstrated just that. While rest of the coffee ads in the market show fancy shots to impress the customers, our simple, iconic visuals stand out in the clutter. Each colour in the campaign represents a specific ingredient that goes into our coffees.

Describe the execution.

An idea so simple, we didn’t need a complicated execution to translate it. With a minimal graphic style that incorporates just a few colours, we developed a design that truly embodies the notion ‘less is more’.

List the results.

With the SIMPLE COFFEE we received 4,272,000 impressions and added value to the brand. The impressions created a wide reach and impact in our current and prospective target audience.