McDonald's Case study TOGETHER FOR RECONSTRUCTION [video] by TBWA\ Milan

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Industry Fast food, Public awareness
Media Case study
Market Italy
Agency TBWA\ Milan
Executive Creative Director Nicola Lampugnani, Paolo Troilo - Francesco Guerrera
Creative Director Anna Palama, Rossana Tocchi
Art Director Francesco Caruso
Copywriter Stefano Cucinotta
Client Service Director Germano Zung
Producer Vittorio Bonaffini, Silvia Congiu
Released May 2013


Cannes Lions 2013
Promo and Activation Lions Product & Service; Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Advertiser: McDONALD'S ITALY
Executive Creative Director: Nicola Lampugnani (TBWA\italy)
Executive Creative Director: Francesco Guerrera (TBWA\italy)
Creative Director: Anna Palamà (TBWA\italy)
Creative Director: Rossana Tocchi (TBWA\italy)
Art Director: Francesco Caruso (TBWA\italy)
Copywriter: Stefano Cucinotta (TBWA\italy)
Client Service Director: Germano Zung (TBWA\italy)
Account Manager: Marcella Ierna (TBWA\italy)
Account Executive: Marta Zurlo (TBWA\italy)
Filmaker/Editing: Samuele Dalò (Trees Home)
Filmaker Earthquake: Roberto Mettifogo ()
Marketing/Communication Dept.: Alessandra Buzzoni (Mcdonald's Italy)
Head Of Communication/Corporate Affairs Department: Tommaso Valle (Mcdonald's Italy)
Senior Strategic Planner: Silvia Scherini (TBWA\italy)
Management Representative: Simone De Martini (TBWA\italy)
Producer: Vittorio Bonaffini (TBWA\italy)
Producer: Silvia Congiu (TBWA\italy)
Describe the brief from the client
The effects of the 2012 earthquake in emilia romagna region, in italy, went far beyond the region.
It hit the local factories that produce parmigiano reggiano cheese: a vital resource for the Country.
The damaged cheese rounds should be selled quickly, not to go to waste.
Promotion Development
McDonald’s bought tons of damaged cheese forms.
And uses its resources to help package, distribute and sell local cheese.
We turned 440 restaurants into cheese shops, to sell the damaged cheese Parmigiano rounds, in pieces.
We aware all the mcDonald's clients in Italy about the earthquake situation, asking them to give a concrete help.
Italians bough over 83,000 parmigiano pieces in just one month, and the news bounced between national and international newspapers.
Relevancy to Product/Service
We sold over 83,000 parmigiano pieces in just one month. All the McDonald's clients in Italy could give an help to the Emilia Romagna cheese factories.