Cassandra Sim
Copywriter. Ad writer. Social media creative. Content creator.
Adventure seeker. Documentary lover. ä¸æ–‡é€šã€‚
MORNINGS MADE EASY
McDonald's Singapore
To amplify the breakfast campaign messaging of 'Mornings Made Easy', we developed a series of content engagement ideas to extend the creative platform across social media.
We focused on building ideas that explored elements of personalisation and customisation, while highlighting and amplifying the ease of McDonald’s Breakfast through quick and easy interactions.
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Agency: Publicis Singapore
CD: Sharim Gubbels
Creative Lead: Su Lin Tan
Art: Sabrina Khong
Copy: Cassie Sim
BREAKFAST MOODS
The most intuitive and easiest way to find out what breakfast is best for you.
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To make mornings easier, we cater to the different moods we wake up to every morning by serving a corresponding breakfast option to each feeling, represented by emojis.
WHICH BREKKIE ARE YOU?
Make choosing McDonald's breakfast fun and easy for everyone with a relatable personality quiz.
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Each result will show a personified version of each McDonald's meal item, with tongue-in-cheek copy and visuals built to be sharable.
NEXT STOP: MCDONALD'S
Making mornings easier for commuters, wherever they are.
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A series of geo-targeted social ads based on the train stations users are located, and direct them to the nearest McDonald’s for an easy and satisfying breakfast.
“NO MATTAR HOW BAD YOUR MORNING IS, THERE’S ALWAYS SAUSAGE EGG MCMUFFIN.”
Mornings Made Easy at McDonald’s Mattar Mrt
“THE TASTE OF HASHBROWNS ON YOUR LIPS WILL MAKE YOUR HEART GO BEDOK BEDOK.”
Mornings Made Easy at McDonald’s Bedok Mrt
“IF YOU LOVE MCDONALDS BREAKFAST, YOU’RE A MACPHERSON.”
Mornings Made Easy at McDonald’s Macpherson Mrt
“HOUGANG YOU DIDN’T GET CHICKEN SAUSAGE WRAP FOR BREAKFAST?”
Mornings Made Easy at McDonald’s Hougang Mrt
THE GOOD MORNING SWIPE
With McDonald's, having a good morning is as easy as a swipe on your phone. ​
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A series of connected Instagram multi-photo posts or Facebook panorama shots that lead up to a cheeky ending. Each post will appeal to different morning habits and give lead users to a breakfast choice.
THE PERK-ME-UP
Sometimes, it only takes one thing to change your morning from not-so-good to not-so-bad.
We create a series of video content that aim to show the ease of making every morning better. After all, a good morning is just a moment away with McDonald's.
