2014 Winners & Shortlists

The Brief

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

Creative Execution

Ever so often, we take the little moments of our busy routines for granted. To create opportunities for families to spend time with each other, we wanted kids to step in. The Happy Meal was a perfect place to start. These little instruction guides gave kids an ideal way to slip in some quality time with their parents without interrupting the normal, hectic routines.

Describe the creative solution to the brief/objective.

We wanted to prove to families that you don’t really need large chunks of time to spend quality family time with each other. All you need is a minute. And to demonstrate the potential of a minute, we slipped in little suggestions in every Happy Meal. Simple tips through which kids could spend a minute with their parents at home in the middle of busy schedules. Like knotting dad’s tie before going to work or braiding mom’s hair.

Results

With so many Happy Meals distributed every day, the results were wonderful. the idea contributed to gaining nearly 100,000 new fans in just the period campaign ran. We also recorded a 9% increase in organic reach on Facebook. People from across the region embraced the idea and McDonald’s was able to prove one thing: Family time isn’t made up of the big things. It’s made up of little moments that count.