McDonald's Digital Nothing Comes Before Coffee by We Are Unlimited

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Nothing Comes Before Coffee

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Industry Fast food
Media Digital, Interactive & Mobile
Market United States
Agency We Are Unlimited
Chief Creative Officer Ari Weiss, Toygar Bazarkaya
Executive Creative Director Max Geraldo
Art Director Bruno Guimarães, Amari Linton
Copywriter Brandon Crockett, Kristin Walters
Released December 2017

Credits & Description

Campaign: McCafé: Nothing Comes Before Coffee.
Client: McDonald’s
U.S. Chief Marketing Officer: Morgan Flatley
Director, Marketing & Customer Experience: Paul Matson
Director, Brand Marketing & Digital Strategy: Akash Pathak
Manager, Digital Campaigns and Content: Emily Charon
Manager, Brand Content: Jacqueline Bruzek
Chief Creative Officer, DDB North America: Ari Weiss
Chief Creative Officer, We Are Unlimited: Toygar Bazarkaya
Executive Creative Director: Max Geraldo
Creative Director/Copywriter: Brandon Crockett
Creative Director/Art Director: Bruno Guimarães
Art Director: Amari Linton
Copywriter: Kristin Walters
Group Business Director: Melanie Behling
Account Director: Sarah Stahurski
Associate Account Executive: Mallory McDonald
SVP, Partners & Platforms: Justin Hood
Senior Social Strategist: Becca Toth
Digital Group Account Director: Erin Kienast
Associate Director: Samantha Lev
Associate Director, Social Media: Eric Dornbrook
Because nothing comes before coffee, even in augmented reality, McDonald’s has partnered with Snapchat to create a unique experience that satisfies people’s (and their Bitmoji’s) need for a quality cup of coffee. Thanks to McCafé, users will be able to use both the front-facing camera AND the world-facing camera to give their animated Bitmoji a McCafé pick me up, and makes McDonald’s the first brand to be integrated into the new animated Bitmoji feature on Snapchat.
The first of its kind lens was available to Snapchat users last Friday (12/1) and today, (12/4). It will also be available through a unique Snapcode at ordering kiosks in McDonald’s restaurants around the country.
A McCafé holiday cup appears on the front facing lens and then is carried off screen by a user’s unique Bitmoji. When the camera is turned around to the world view, the Bitmoji enjoys a sip of McCafé coffee, runs around the cup with renewed energy and again, carries the cup off the screen.
The McCafé 3D Bitmoji lens is an extension of the campaign created by We Are Unlimited promoting the new McCafé espresso menu. McDonald’s also worked closely with Snapchat and their other agency partners Resolution Media and OMD to bring this one of a kind experience to life.