McDonald’s Australia kicks off 24-hour McCafe global activation with giant coffee cup ball pit

McDonald’s McCafe Australia has launched a global McDonald’s initiative ‘imlovinit24’ with a seven-metre wide, coffee cup-shaped ball pit.

McDonald's ball pit

The campaign, created by Leo Burnett, seeks to create “unique gifts of joy” for people all over the world through 24 activations in 24 cities over 24 hours all on March 24.

Mark Lollback, chief marketing officer of McDonald’s Australia, said: “We love doing things first and with McCafé starting out in Australia it was only fitting that we kick-off the global initiative in this way.

“We got the ball rolling by enhancing the morning routine of city workers, with an unexpected moment of joy centered around so many Aussies’ morning essential – a cup of coffee.”

The activity unfolded throughout the 24-hour period on a dedicated website.

Other global events included a pyjama party in Italy, where customers in their PJs receive free breakfast for 24 days, an ice coupon contest in Brazil, special drive-thrus in the Phillipines, Denmakr and Vietnam.

The global campaign will end in the US with a free concert from singer Ne-Yo who will sing a Lovin’ anthem composed of crowd-sourced lyrics from fans.



  • Mark Lollback – Chief Marketing Officer
  • Bronwyn Powell – Senior Director of Marketing
  • Mark Wheeler – Director of Digital
  • Jo Feeney – National Marketing Manager
  • Skye Oxenham – Senior Corporate Communications Manaer
  • Rachel Mialkowski – Senior Brand Manager
  • Sheerien Salindera – Digital Marketing Manager

Leo Burnett

  •  Mark Tutssel – Global Chief Creative Officer
  • Andy DiLallo – Chief Creative Officer
  • Guy Futcher – Creative Director
  • Brendan Donnelly – Creative Director
  • Iggy Rodriguez – Creative
  • Justin Carew – Creative
  • Amanda Quested – Client Services Director
  • Neil Duncan – Business Director
  • Adrian Jung – Executive Producer


  • Roisin Thanisch – Interactive Director
  • Debbie Ferris – Account Director
  • Thomas Hutley – Head of Word
  • Jacinta Manivong – Social Community Manager
  • Chantal Penning – Senior Digital Planner/Buyer


  • Mango – PR
  • Habitat – Activation
  • Brightworks – Content

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