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McDonald’s in the Gulf has launched McCafé’s new brand platform ‘For Every Beat of the Day’ to refresh consumers’ perception of the coffee brand. Deeply rooted in the 24-hour coffee culture, it encapsulates the energy and pulse of the young generation.
The campaign, which was created by Studio M – a Power of One unit by Publicis Groupe – is derived from the insight that young coffee drinkers feel invincible when armed with their go-to coffee in hand.
The film has a modernity and energy that is quite unseen, as it sets a new tone and direction for McDonald’s in this region.
The drums, omnipresent all through the spot, are the creative expression of the youth body clocks and how they tick throughout the day, from morning to noon and night, to show that life is a roller coaster.
From moments of adrenaline to moments of calm and reflection, the beat punctuates the film.
Tarek El-Kady, Senior Director, Marketing - McDonald’s MEA explained: “Our customers’ expectations and coffee drinking habits are changing, we recognised that Gen Z in particular need a good cup of coffee that matches their on-the-go lifestyle. Given that McCafé is all about a good and honest moment of coffee satisfaction, we believed it was crucial for us to cement our brand positioning as the great tasting coffee that fuels the day and night of consumers. Working alongside our long-term partners, Studio M, we are proud to present a fresh perspective, and a new brand platform to the youth.”
Haytham Dayeh, Business Lead at Studio M stated: "Like McDonald's in the Gulf, our focus is always to respond to ever-evolving consumer expectations by leveraging the full power of our integrated capabilities. With data, we fuel our strategies and creative ideas. With an effectiveness mindset, we are certain that McCafé’s new platform challenges the coffee game status-quo.”
“Our campaign captures the reality of the young coffee drinkers in the Gulf. McCafé is the go-to coffee that keeps up with their pace and their busy lives. It starts and ends their day, a day that is delightfully unpredictable and playfully surprising. The campaign explores real coffee moments in the 24-hour coffee culture we live in, moments that encompass our social gatherings, our high ambitions and our amusements,” said Marwan Chahine, Creative Lead at Studio M.
Directed by Ida Cuellar, and produced by Prodigious, the TVC captures authentic moments in multiple locations across the region. It’s a marriage of pictures and film with a multi-format approach, designed to reflect the joy of a fresh brew, unexpected pleasures and surprises that punctuate life, all steered by a drum track designed ‘For Every Beat of the Day’.
Created with the integrated skillsets of Studio M, this data-fuelled integrated campaign is launching across digital and mobile-first channels.
Credits
Client: McDonald’s
Tarek El Kady – MEA Senior Marketing Director
Sherif Coutry – GCC Marketing Director
Creative Agency: Leo Burnett Dubai:
Kalpesh Patankar – Chief Creative Officer
Marwan Chahine – Creative Director
Tara Weerasignhe – Associate Creative Director
Hugo Rochette – Senior Art Director
Aditya Hariharan – Senior Copywriter
Sambhav Khandelwal – Senior Copywriter
Jihad Hteit – Senior Graphic Designer
Haytham Dayeh – Business Lead
Mahmoud Jaber – Account Director
Miral Saad – Account Manager
Matthew Turner – Planning Director
Andira Raslan – PR Director
Wael Said – Head of Production
Mohamed Soueid – Producer
Media Agency: Starcom Dubai
Mazen Haddad – Media Director
Amr Al-Masri – Senior Media Manager
Production house: Prodigious ME
Director: Ida Cuellar
Photographer – Anna Nielsen
DOP: Jose Luis Bernal
Postproduction: Optix by Prodigious
Music: Papamusic
