2015 Winners & Shortlists

GATHERING OF HAPPINESS

BrandMCDONALD'S
Product/ServiceQUICK SERVICE RESTAURANT
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryCorporate image & information
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

The Brief

During the holy month of Ramadan, McDonald's wanted to strengthen it's bond with families and build on its image as a brand that is not only in tune with the values and traditions of the region, but one that actively engages with the community to promote those values.

Describe how the promotion developed from concept to implementation

We realized that the biggest charity one can give during Ramadan is their time. So, we helped McDonald's launch the Gathering of Happiness initiative, inviting families to register online and participate in one of the many Iftars for Orphans hosted in McDonald's restaurants across the entire region. By donating their time, people got to make a difference in the lives and memories of orphans and for once, gifted them the one thing they don't have - an Iftar in the comfort and warmth of family, the way Iftar is meant to be.

Describe the success of the promotion with both client and consumer including some quantifiable results

More than 1200 families enrolled in the program across 8 markets in the GCC. For all the orphans involved, we had just added the nicer ingredient to their Happy Meal…… a family.

Explain why the method of promotion was most relevant to the product or service

Charity is a key pillar of Islam, even more so during the holy month of Ramadan. It is also the time of year when people have a heightened appreciation for the precious value of family time. McDonald's married this pillar with an insight and created an opportunity for people to donate more than money, and give orphans, instead, a sense of family. In doing so, McDonald's continued its longstanding commitment to pro,opting family values of the region. this year, charity and family were one and the same.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
George El Hoyek Leo Burnett Creative Director
Makarand Patil Leo Burnett Head Of Art
Tariq Ayass Leo Burnett Associate Creative Director
Maha Khawaja Leo Burnett Copywriter
Rania Badawi Leo Burnett Arabic Copywriter
Mohammad Halabi Leo Burnett Head Of Arabic
Jad Mouhawej Leo Burnett Regional Communication Director
Rasha Alazem Leo Burnett Associate Regional Communication Director
Ali Owainati Leo Burnett Communication Supervisor
Nic Chidiac Leo Burnett Head Of Strategy
Ali Marashi Leo Burnett Planner
Sarah Abdullah Leo Burnett Head Of Tv Production
Dan Newton Leo Burnett Editor