Setting the Stage: McDonald’s Canada wanted to create buzz about their enhanced coffee process and improved product. Having established traditional broadcast and print campaigns, McDonald’s Canada sought to break new ground and capture the attention of a younger, more web-savvy customer base.

Playing our Part: We created a strategic web-based platform that established McDonald’s as the arbiter not just of quality brewing and product, but more importantly, as a sponsor of coffee culture. We created a destination microsite, with cutting-edge animated shorts as the cornerstone. Each short featured cleverly edited interview footage of real coffee drinkers “spilling the beans” on their coffee rituals, obsessions and fantasies. Their stories were told visually using quick-cutting, photorealistic collage-style motion graphic animation. The resulting videos were scrapeable and shareable and McDonald’s netted hundreds of thousands of views.