2013 Winners & Shortlists

A DAY OFFLINE - PHONE VAULT

Silver

Case Film

Presentation Board

BrandMcDONALD'S
Product/ServiceMcDONALD'S
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryPREMIUMS & GIVEAWAYS
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

The Brief

McDonald’s is and always has been a family restaurant. In order to connect with families beyond just food we wanted to bring the importance of uninterrupted family time to the forefront and create real opportunities for families to spend quality time together. So, we created a day. One day without mobiles, emails or TVs. A day dedicated to reconnecting with family – September 28. A Day Offline.

Creative Execution

As a family restaurant, we wanted to position McDonald's as an enabler of family time by creating moments and opportunities for families to genuinely connect. The first step towards achieving this was to educate families on the importance of uninterrupted family time. The Phone Vault was a simple yet relevant way to do so in a fun, lighthearted way.

Describe the creative solution to the brief/objective.

Leading up to the day and on the day itself, we handed out 250,000 phone vaults to lock away mobile phones for the day. Children took up the challenge against their parents and defiantly placed their parents' mobiles in the pouches as a statement that they wanted the full attention of their parents. The Phone Vaults served as a physical reminder for families as the day approached.

Results

250,000 phone vaults were given out and interacted with.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Peter Bidenko Leo Burnett Regional Executive Creative Director
Marwan Chahine Leo Burnett Creative Director
Jad Mouhawej Leo Burnett Regional Account Director
Rasha Alazem Leo Burnett Account Director
Mohammad Halabi Leo Burnett Head Of Arabic
Tariq Ayass Leo Burnett Senior Art Director
Maha Khawaja Leo Burnett Copywriter
Rania Badawi Leo Burnett Arabic Copywriter
Nicolas Chidiac Leo Burnett Head of Strategy