Coffee plays a powerful role as a uniting element in the life of the millennials. We drink coffee with friends, plot our plans with a cup of coffee and come up with the best ideas with coffee; coffee helps us focus when we need to as well as relax. This is why coffee – and mainly stories involving it – became the primary inspiration for the new McCafé campaign. Since the target audience these days tends to perceive visually rather than via spoken or written messages, we chose to work with Tomáš Třeštík and we created a unique gallery of authored originals – McCafé Stories. It provides the foundation for a short film, a TV spot, outdoor visuals and activation where the general public can participate with their photos.