The 4th December 2016, was referendum day in Italy, a day to change the constitution. In a country known for a low voter turnout, McDonald’s decided to give everyone a free wake up call: a day of free coffee in every Italian McDonald’s. We made a 80’’ film that shows the Italian society sleeping. The McDonald’s free coffee day is a wake up call. More than 90.000 free coffee were made in one day with more than 100.000 reactions on Facebook and 5.000.000 people reached.