2014 Winners & Shortlists

ONE MINUTE FAMILY TIME COUPONS

BrandMcDONALD’S
Product/ServiceMcDONALD’S
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryPromotional Item Design
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

Brief Explanation

We wanted to prove to parents that you don’t need a whole hour or a day to enjoy quality family time. All you need is a minute. And to demonstrate the amazing potential of a minute, we created the ‘One Minute Family Time Coupons’ - a little booklet given away at the restaurant to families. These 60 thoughtful, partly personalised coupons came without expiry dates and could be redeemed by kids from their parents anytime there was a minute to spare.

The Brief

As a family restaurant, McDonald's wanted to create more opportunities for families to spend time with each other.

How the final design was conceived

These days, time is a currency when it comes to modern families. In fact, it’s hard for kids to even get a minute from their parents. By distributing ‘One Minute Family Coupons’ to families at the restaurant, we gave kids an interactive, low cost, measurable and thoughtful tool to redeem a minute from their parents anytime they wished. The kids could fill in the time, place and date as well as use the stickers provided to validate the redemption, turning these coupons into timeless souvenirs of the wonderful moments they spent with their parents.

Indication of how successful the outcome was in the market

Every booklet provided 60 minutes or quite simply an hour of family time. And with over 5000 booklets distributed across our restaurants we contributed to over 300000 minutes of priceless family time. An idea that proved a simple human truth: A family isn’t made up of big things. It’s made up of little moments that count.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Andre Nassar Leo Burnett Regional Executive Creative Director
Zorzi El Hoyek Leo Burnett Creative Director
Mohammad Halabi Leo Burnett Regional Head Of Arabic
Clevin Antao Leo Burnett Copywriter
Fatima Soujoud Leo Burnett Copywriter
Lana Chukri Leo Burnett Art Director
Hind Al Nafisi Leo Burnett Art Director
Sunil D'costa Leo Burnett Agency Producer
Jad Mouhawej Leo Burnett Regional Account Director
Rasha Alazem Leo Burnett Account Director
Nicolas Chidiac Leo Burnett Head Of Strategy
Ali Marashi Leo Burnett Planner
Melandro Sangalang Leo Burnett Photographer