2020 Winner

CASE SUMMARY

Whether your morning starts at 9 a.m. or 9 p.m. largely depends on your profession. But one thing does not change: a person’s longing for that first cup of coffee. Leveraging that insight for McCafé, Leo Burnett created “The Human Clock.” Simple, outof-home executions featured characters in different professional garb. The versatility of the characters, whose bodies and shadows were designed to form the hands of a clock, enabled contextual ad placement. There’s the construction worker (placed near construction sites), the pilot (placed in airports), as well as the receptionist and office manager (used in office elevators and waiting areas). Each reminded passersby that they could get a fresh cup of joe “whenever your morning starts.”

Credits

President/CEO: Ben Tarr, Lukasz Roszczyc
Chief Creative Officer: Lisa Greenberg
Executive Creative Director: Anthony Chelvanthan, Paolo Garcia, Steve Persico
Creative Director: Chandu Rajapreyar, Jeremy Lim
Sr. Copywriter: Appanna Chetranda, Nghi Vo
Sr. Art Director: Natee Likitsuwankool
Illustrator: Natee Likitsuwankool
Final Artist: Quoc Nguyen, Thuy Tran
General Manager: Kate Bayona - Garcia
General Manager Starcom: Vineeth Dhruvan
Account Director: Thuy Pham
Account Executive Long Le
Media Planner: Ha Vu
Director of Print Production & Studio: Gord Cathmoir
Studio Artist: Quoc Nguyen, Thuy Tran
Retroucher: Simon Tuckett
Editor: Dan Purdy