Artist Mark Gmehling created a narrative-heavy illustrated campaign for McDonald's McCafé. The graphics are highly detailed, smooth and shiny. On one hand, they exhibit the stress and anxiety, typically felt before the start of the day. On the other hand, they are indicative of the importance of a sound morning routine and a cup of coffee.
The illustrated campaign features McDonald's logo, composed of small whimsical characters. The design has three variations. In one of them, the "M" begins with distressed characters that are tangled in chords and hypnotically staring at the screens of their devices. The fluid composition dives into a cup of McCafe with the message "Wake up." The other side of the "M" is characterized by a more colorful lineup of the same characters, interacting with each other, singing and being in love.
Key Themes Behind This Trend
- Illustrated Campaigns
- Disruptive innovation opportunity: Explore the use of highly detailed and narrative-heavy illustrations in advertising campaigns to create visual impact and engage audiences.
- Mood-altering Graphics
- Disruptive innovation opportunity: Develop visual graphics that effectively convey emotions and feelings to evoke strong connections and responses from viewers.
- Importance of Morning Routine
- Disruptive innovation opportunity: Create products or services that focus on enhancing morning routines and emphasize the value of a cup of coffee in starting the day.
Where This Applies
- Advertising
- Disruptive innovation opportunity: Incorporate intricate illustrations and emotionally-driven graphics in advertisement campaigns to captivate and resonate with target consumers.
- Graphic Design
- Disruptive innovation opportunity: Explore new techniques and styles in graphic design that can effectively communicate emotions and evoke specific reactions from viewers.
- Beverage
- Disruptive innovation opportunity: Develop coffee products or services that position themselves as essential components of a morning routine and highlight the impact of a good cup of coffee on overall well-being.
