Challenge:

In a culture where morning coffee is an un-interrupted ritual, let’s remind the Australian public that the most Aussie way to start your morning is at McCafe.

Insight:

There’s nothing more Aussie than acknowledging someone with a head nod followed by a “ Mornin’ “. Even to a complete stranger

Idea:

Let’s align a classic Aussie “ Mornin’ “ with a the brand all Aussie’s know and love.