The Creatives Room

Awaken

Brand: McDonald's · Agency: DDB Buenos Aires · Year: 2019 · Category: Print / OOH · Medium: image

The visuals employ a cool, desaturated colour palette with stark lighting to emphasize the early morning setting and lingering exhaustion. Compositions are tight, often focusing on the human element in moments of relatable struggle, contrasted with the promise of alertness. The mood is initially one of weariness and mild exasperation, transitioning to a subtle, hopeful shift with the implied benefit of McCafé. Casting features ordinary people caught in everyday, pre-coffee predicaments.

Part of The Creatives Room - a curated archive of advertising reference, searchable by brief.

Awaken - DDB Buenos Aires - 2019 | The Creatives Room