Cannes Lions
McDonald's - Time to wake up
LEO BURNETT ITALY, Milan / MCDONALD'S ITALIA / 2017
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Overview
Entries
Credits
OVERVIEW
Description
The 4th December 2016, was referendum day in Italy, a day to change the constitution. In a country known for a low voter turnout, McDonald’s decided to give everyone a free wake up call: a day of free coffee in every Italian McDonald’s.
Execution
We made an 80’’ film that shows the Italian society sleeping. The McDonald’s free coffee day is a wake up call.
Outcome
More than 90.000 free coffees were made in one day with more than 100.000 reactions on Facebook and a reach of 5.000.000 people.
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