2020/2021 Winners & Shortlists

STRONG BUT SWEET - LATTE

Short List
BrandMCDONALD'S
Product/ServiceMCCAFÉ
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
1 of 2 Campaign
CategoryOutdoor
Idea Creation LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Placement STARCOM Dubai, UNITED ARAB EMIRATES
Production PRODIGIOUS Dubai, UNITED ARAB EMIRATES

Cultural / Context information for the jury

Coffees can be strong and aggressive in the middle-east. However, at McDonald’s we give our coffees a smooth finish. We wanted to tell people that our coffee is strong in impact but smooth on the palette. That’s why we created posters that visually expressed the taste of our Mocha and Latte.

Translation. Provide a full English translation of any text.

NA

Tell the jury about the art direction.

To show the true impact of our coffees, we brought together the tough and the gentle. Viking meets dog. Cop meets kittens. These stories were illustrated in 3D, using coffee and cream colors and placed as posters and tray mats instore.

Credits

Name Company Role
Rafael Augusto Leo Burnett Creative direction
Rodrigo Leal Rodrigues Leo Burnett Creative direction
Camila Lavenegas Leo Burnett Art Direction, CGI, ideation
Lina Maria Leal Leo Burnett Art direction, CGI, ideation
Fabian Pulido Freelancer CGI
Paulo De Almeida Prodigious CGI
Sunil Dcosta Leo Burnett Print production
Haytham Dayeh Leo Burnett Business Lead
Rami Itani Leo Burnett Communication Director
Yasmeen Arnous Leo Burnett Junior Communication Executive
Mazen Haddad Starcom Media Director
Kapil Bhimekar Leo Burnett Support
Sambhav Khandelwal Leo Burnett Support
Aditya Hariharan Leo Burnett Support