The objective was to create awareness of McDonald's 2 Week Free Coffee Promotion, to encourage trial of their premium blend.

The solution was to put posters up in subway cars during the morning rush hour. Along with the posters we planted people directly beneath the ads pretending to be fast asleep. The posters read: Looks like someone could use a free coffee.

We got our message across at a time when potential customers were on their way to work and craving their morning coffee.

This idea got people talking, laughing and ultimately to McDonald's for a free cup of coffee.