There are many causes of 'heavy nights,' as shown in the latest McDonald’s McCafe campaign. A stunning set of print ads that look more like works of art, it depicts men and women with chores and responsibilities weighing down on their eyelids -- literally. From babies to parties and studies, there are a myriad of reasons why people might need an extra boost.
Conceived and executed by Leo Burnett Sydney, the McDonald’s McCafe campaign steps away from the typical model of ads that the fast food franchise often adopts. It will appeal to people who not only relate to the different scenarios artistically depicted, but also individuals who regard such print ads as extensions of art itself. The different direction is refreshing and draws in new customers.