McDonald's is hoping to entertain French McCafe customers in the amount of time it takes to drink a cup of coffee.

In a campaign via TBWA spanning over 1500 restaurants across France, the company is printing QR codes on coffee cups and bakery products, incorporated as part of a design by illustrator Peter Strain, created using coffee instead of ink.

Scanning the codes leads to digital content in five areas: sports, fashion, culture (cinema/music), news and gaming. The content is all housed on a digital platform called “Flash Stories by McCafé.” The mobile content is created by agencies DAN\Paris and TBWA\Else, which are running a dedicated studio that brings together authors, film makers, motion designers, community managers and more.

To promote the coffee cup stories, agency TBWA/Paris created a fun film trailer, seen below, called “Lost in the Black Forest,” in which four students lost in the woods confront an evil wizard. (Think the "Blair Witch Project" meets Harry Potter, with coffee cups playing an integral role.) The trailer will be shown in movie theaters and will direct viewers to Flash Stories at the end. It was produced by TBWA\Else and directed by the “Hungry Beards” collective comprising Benjamin Marchal, Faustin Claverie, Josselin Pacreau and  Sebastien Guinet.