Reading the newspaper over a coffee has been a morning ritual for a very long time. Mc Donald’s France has given this time-honoured habit a 2018 update and, it hopes, a resurgence. TBWA\Paris and DAN\Paris have turned the coffee cups and bags in more than 1,400 French McDonald’s restaurants into news media. Each contains a QR code incorporated into its design by illustrator, Peter Strain (which was also created using coffee instead of ink). The codes provide access to a digital platform, Flash Stories by McCafé, which contains five content sections – sports, fashion, culture (cinema/music), news and gaming.
The content is a mixture of original and curated stories and is created each week by DAN\Paris. The mobile stories which can be read in the time it takes to enjoy a coffee or cookie. DAN\Paris and TBWA\Else have provided a dedicated studio of authors, film makers, motion designers and community managers to produce the content.
To promote the campaign – and relaunch the coffee-reading ritual – TBWA\PARIS created a fake film trailer called Lost in the Black Forest. The
trailer was also launched in movie theatres on December 5 and details – the trailer, film poster, synopsis, fact sheet and filming anecdotes – were posted on the AlloCiné website. The trailer was produced by TBWA\Else and directed by the Hungry Beards collective: Benjamin Marchal, Faustin Claverie, Josselin Pacreau & Sébastien Guinet. Its ending reveals the Flash Stories idea.
Creative Agencies: TBWA\Paris & Dan\Paris
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Creative Director: Jacquelin Guillaume-Duverne (Platform & Experience)
Copywriters: Josselin Pacreau, Pierre Filiot & Jean Ares (Platform & Experience)
Art Directors: Sébastien Guinet, Sébastien Erbani (Platform & Experience), Amandine Gaïda (Platform & Experience), Julia Deshayes & Léna Monceau (Design Packaging)
Account Managers: Luc Bourgery, Marc Fraissinet, Maya Gebrael-Khoury, Clémence Defline, Anthony Hamelle, Claire Sassias, Laëtitia Noël & Alice Huet
Production Company: TBWA\Else
Director: Hungry Beards (Benjamin Marchal, Faustin Claverie, Josselin Pacreau & Sébastien Guinet)
Executive Producer: Laurent Marchal @ FKLab
Producer: Cathy Pericone
Assistant Director: César Chabrol
DOP: Jean Paul Agostini
Head Of Production: Matthieu Vachon
VFX Supervisor: Élise Gamboa
Sound: Fabrice Pouvreau @ Tbwa\Else
Head of Sound & Music: Olivier Lefebvre
Client: McDonald’s France
Client Team: Maurizio Biondi, Clémence Arnaud & Louis Esnon