Charts are a great way to help people visualize an abstract problem or situation and the McDonald’s McCafe campaign takes advantage of that fact. Using the classic Venn diagram, each print ad centers around two overlapping coffee cups. These intertwined cups illustrate how “everything good begins with a good cup of coffee,” which is stated in the tag line. From confession and compassion to lots of questions and lots of time, a cup of McDonald’s coffee can help many people.
The McDonald’s McCafe campaign was conceived by Berlin-based ad agency TBWA. Art directed by Andrew Morgan, it is simple and to the point. Although it takes cues from the popularity of minimalist posters, the McDonald’s McCafe campaign mainly focuses on sentimental concepts.