ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

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2020 ADC Awards - Brand / Communication Design

Human Clock

Agency Leo Burnett / Toronto + Leo Burnett / Vietnam

Client McDonald's
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Annual ID

ADC_BCD20_067M

About the Work

McCafé serves fresh coffee 24/7 to millions of Vietnamese every year. The challenge was for McCafé, a brand perceived as a foreign coffee brand to connect with the local audience in a market that is extremely competitive. With many competitors being home-grown coffee houses. Our campaign strategy focused on emotionally connecting and relating with the Vietnamese audience through the one commonality we share – our hard-working 24/7 culture. Communicating that McCafé serves fresh coffee 24/7 and is ready to wake you up, whenever you need it.