# Artistically Exhausted Ads McDonald’s McCafe Campaign Positions Itself as a Heavy Nights Solution By Meghan Young | Published 2015-02-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mcdonalds-mccafe-campaign References: [designtaxi](http://designtaxi.com/news/372715/In-Clever-Print-Ads-McDonald-s-Coffee-Is-The-Solution-To-Heavy-Nights/) & [mcdonalds](http://www.mcdonalds.com) There are many causes of 'heavy nights,' as shown in the latest [McDonald’s McCafe](https://www.trendhunter.com/trends/mcdonalds-campaign-1) 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. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 47% | Activity: 36% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Artistic Advertising:** The use of aesthetically pleasing designs and artwork to promote products in a unique and memorable way. - **Niche Marketing:** Targeting specific groups of people with shared experiences or lifestyles to create more personalized advertising campaigns. - **Lifestyle Branding:** Creating a brand identity and product line that targets consumers' specific lifestyles and needs. ### Sectors Adopting This - **Fast Food:** Incorporating creative and targeted advertising campaigns to increase brand loyalty and attract new customers. - **Art and Design:** Collaborating with companies to create visually stunning advertising campaigns that engage consumers in a unique way. - **Caffeine Products:** Developing and marketing new products that target people's need for an energy boost during long or busy days. ## Related on Trend Hunter - [Playful QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-campaign-1.md) - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Architecture-Inspired QSR Ads](https://www.trendhunter.com/trends/new-mcdonalds-campaign.md) - [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md) - [Sustainable QSR Litter Adverts](https://www.trendhunter.com/trends/mcdonalds-malta.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [Pristine Fast Food Campaigns](https://www.trendhunter.com/trends/all-flavour-no-mess.md) - [Nordic QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-8.md) - [Chicken Wing QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-australia-1.md)