“Wake up your smile” is the strategy to communicate McDonald’s breakfast launch in Spain and position it as catalyzer for a good & rewarding day.

How could outdoor furniture change the user’s mood?

By turning poster sites into vending machines accepting smiles as the only valid currency.

As long as the user kept smiling, a huge coffee cup on-screen was filled. The poster site then printed out a coupon inviting for a free coffee.

McDonald’s reached their highest recall score ever.

Over 2.609 cups of coffee delivered. All entirely “paid with a smile”.

The comparable sales between 8:00 to 11:59 was increased 38% and 60% of products sales in breakfast daypart are from the breakfast platform.

McDonald’s reached their highest recall score ever.

Over 2,609 cups of coffee delivered. All entirely “paid with a smile”.

The comparable sales between 8:00 to 11:59 was increased 38% and 60% of products sales in breakfast daypart are from the breakfast platform.