Behind The Work


Communications Officer
Havas New York’s latest campaign for McCafé at Home’s second year of partnership with Ronald McDonald House Charities (RMHC) – a nonprofit charity dedicated to supporting families with sick children in their time of need – features slackliner and World Record Holder, Alexander Schultz, as he enjoys the world’s most extraordinary cup of coffee at record-breaking altitude. Hear more about the campaign from Dan Lucey, Chief Creative Officer at Havas New York.

How did you get the idea for this campaign? 

The families of Ronald McDonald House Charities (RMHC) go through so much. Forced to travel across the U.S. to find the right medical care for their child’s condition, they lose the comfort of home during their hardest times. RMHC does its best to be their home away from home – and a familiar cup of coffee, like McCafé, can bring stability to those whose lives have been upended. With this idea in mind, we looked for people who could inspire the families at RMHC and find comfort in their morning coffee in their home away from home. 

“When you purchase McCafé At Home, they donate a portion of those profits to RMHC to help give more families the feeling of home when they can’t be.”

The creative team, Ben Jackson and Rudy Troncone then found professional slackliner and daredevil, Alexander Schultz.

“To create a message of inspiration, we thought of individuals who feel most at home doing extraordinary things away from home,” Ben and Rudy shared. “After a long search, we came across Alexander Schulz, and the idea of his world record-breaking walk blossomed from there. He would drink a cup of the extraordinary McCafé At Home coffee in his home away from home, on a one-inch line, 7,316 ft up in the air between two hot air balloons. This was a new world record for the highest slackline walk ever. Not to show how extraordinary he is but to inspire coffee drinkers to help the extraordinary families of RMHC by purchasing McCafé At Home”.

What made you reach out to Alexander Schulz? How was that exchange?

Not only did we think Alexander’s slackline walk would be visually stunning, but we saw some honesty and genuineness to his personality that drew us to him. He heard about the cause we were working for and was immediately interested in working with us.

Can you talk more about your partnership with McCafé and RMHC?

McCafé At Home is Keurig’s version of McDonald’s coffee in K-Cup pods form for your Keurig brewer. They have a multi-year partnership with Ronald McDonald House Charities, an organisation that provides a homey place to stay for families seeking medical care for their children far from their homes. When you purchase McCafé At Home, they donate a portion of those profits to RMHC to help give more families the feeling of home when they can’t be.

Where can you get McCafé® at Home coffee?

McCafé At Home is available at most major supermarkets selling Keurig k-cup pods and on

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