McDonalds Austria promoted their breakfast menu with “Easy Morning”, an integrated advertising campaign featuring the challenges of the first part of the day. Even simple tasks like dressing can become difficult, as seen in the campaign’s television commercial. Billboards and print ads feature a pullover with incredibly long sleeves, an even longer necktie and ridiculously long shoelaces. The morning is hard enough. “Nicht alles am morgen ist so einfach wie frühstücken bei McDonalds” (Not everything in the morning is as easy as McDonald’s easy morning breakfast).
The Easy Morning campaign was developed at DDB Tribal Wien, Vienna, by chief creative officer Eric Schöffler, executive creative director/copywriter Lukas Grossebner, creative director Werner Celand, copywriter Daniela Stenzenberger, art directors Dietmar Kreil and Ulrike Kössler (print), art directors Peter Mayer and Mike Nagy (film).
Photography was by Martin Stöbich.