McDonald's Case study A Ring to Bring Them Closer by Leo Burnett Moscow

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A Ring to Bring Them Closer

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Industry Fast food
Media Case study
Market Russia
Agency Leo Burnett Moscow
Director Natalya Malgina
Executive Creative Director Kudashkin Mikhail
Creative Director Natalia Smelova
Art Director Zoya Ryabinina
Copywriter Margarita Kasimova
Designer Assia Bukhnina
Producer Yulia Lartseva, Lubov Kuznetsova
Print Production Manager Vladimir Ivanov
Production Dago Film
Released June 2013


Cannes Lions 2013
Media Lions Product & Service; Retail & E-Commerce, including Restaurants Bronze

Credits & Description

Leo Burnett Moscow developed “A Ring to Bring Them Closer” for McDonald’s to raise funds for the House for Moms near the children’s hospital in Kazan (Tatarstan). The house will allow children who undergo protracted courses of therapy to spend more time with the ones they love.
The effort explored Soviet Union’s tradition of children creating wire rings for their loved ones. To bring this memory back, Leo Burnett asked a group of children from the Kazan hospital to weave wire rings for the people they miss. Their designs were replicated in a half a million rings which were sold at McDonald's restaurants all over Russia. The act of charity was supported through TV, online and outdoor advertising.
The campaign resulted in the most successful charity act of McDonald's in Russia - 505,200 rings were sold in just 20 days. The effort raised more than $500 000 for the House of Moms, which will be completed in July 2013.
Campaign Credits:
Agency: Leo Burnett Moscow
Executive Creative Director: Mikhail Kudashkin
Creative Director: Natalia Smelova
Art Director: Zoya Ryabinina
Copywriter: Margarita Kasimova
Designer: Assia Bukhnina
Senior Strategic Planner: Anna Malikina
Design Studio Creative Director: Dmitry Yakovlev
DTP Operator: Andrey Smirnov
Retoucher: Alexey Vinogradov
Group Account Director: Oxana Shevchenko
Account Manager: Eugenie Karpenkova
Junior Account Manager: Tatiana Kazashova
Producer: Yulia Lartseva
Interactive Creative Director: Roman Pavlenko
Head of Production Department: Irina Novikova
Senior Digital Producer: Pavel Kuzmin
Junior Digital Producer: Andrey Puchkov
Production Manager: Baira Antonova
Print Production Manager: Vladimir Ivanov
Client: McDonald’s
Vice-President Marketing & PR: Sergey Dochkin
Marketing Director: Elena Kovaleva
Marketing Manager: Andrey Lyubeznov
PR Director: Svetlana Polyakova
Senior PR Manager: Oksana Belaychuk
Charity programs Manager: Ekaterina Myslitskaya
Production: Dago Film
Producer: Lubov Kuznetsova
Director: Natalya Malgina
Composer: Ruslan Muratov