Breakfast in your sleep

Just by describing itself as the perfect solution for those who find getting up in the morning a bit difficult, the TBWA\Paris campaign turns to comedy to show people who just aren’t with it in the morning — including a man who butters his phone. The two objectives for the campaign were to establish the reputation of McDonald’s at breakfast and strengthen the bond between the brand and its consumers.

TBWA\Paris worked with Thomas Mailaender and Photographers on the campaign.