The campaign is based on the insight that for most Singaporeans, a good cup of coffee often means a good breakfast, and consequently a great morning.
The spot features the McCafé cup ‘waking up’ over the Singaporean skyline. Richard Bleasdale, DDB group MD, said: “Our understanding of what makes the Singaporean consumer tick really helped us as we worked through insights and creative strategy.”
The campaign also features print, outdoor, online, radio and on-ground activity. Media duties were handled by OMD, while PR is being managed by Citigate Dewe Rogerson i.Mage.