Say it over coffee.

McCafe urges people to have conversations that will help them to understand more, love more and make the act of enjoying a cup of coffee more than just a way to pass the time or get a quick pick-me-up.

March 4th launch to national Taiwan TV, cinema pre-roll, YouTube, Facebook (boosted post). The spot is part of a larger campaign that includes an interactive landing page that invites fans to leave caring messages for one another.

The 90-second film ran on TV, social media and cinema pre-roll in Taiwan, generating more than 6.3 million views as well as copious media coverage around Taiwan, the region and the world. The spot was featured on AdWeek, Campaign, Advertising Age, CNN, Huffington Post and numerous other media.

The campaign contributed to a +61% increase in McCafe sales YoY for Q1.