McDonald's Case study A RING TO BRING THEM CLOSER by Leo Burnett Moscow

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Industry Fast food, Charities, Foundations, Volunteers
Media Case study
Market Russia
Agency Leo Burnett Moscow
Director Natalia Malgina
Executive Creative Director Kudashkin Mikhail
Creative Director Natalia Smelova
Art Director Zoya Ryabinina
Copywriter Margarita Kasimova
Designer Assia Boukhnina
Producer Yulia Lartseva, Liubov Kuznetsova
Released May 2013


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

Credits & Description

Type of entry: Product & Service
Category: Retail and E-Commerce, including Restaurants
Advertiser: McDONALD’S

Composer: Ruslan Muratov (Dago Film Studio)
Director: Natalia Malgina (Dago Film Studio)
Producer: Liubov Kuznetsova (Dago Film Studio)
Junior Digital Producer: Andrey Puchkov (Leo Burnett Moscow)
Senior Digital Producer: Pavel Kuzmin (Leo Burnett Moscow)
Producer: Yulia Lartseva (Leo Burnett Moscow)
Interactive Creative Director: Roman Pavlenko (Leo Burnett Moscow)
Account Manager: Eugenie Karpenkova (Leo Burnett Moscow)
Group Account Director: Oxana Shevchenko (Leo Burnett Moscow)
Designer: Assia Boukhnina (Leo Burnett Moscow)
Design Studio Creative Director: Dmitry Jakovlev (Leo Burnett Moscow)
Copywriter: Margarita Kasimova (Leo Burnett Moscow)
Art Director: Zoya Ryabinina (Leo Burnett Moscow)
Senior Strategic Planner: Anna Malikina (Leo Burnett Moscow)
Creative Director: Natalia Smelova (Leo Burnett Moscow)
Executive Creative Director: Mikhail Kudashkin (Leo Burnett Moscow)

Results and Effectiveness

- Most successful charity act of McDonald's in Russia - ever.
- 505,200 rings sold in 20 days.
- More than 17, 000, 000 RUB ($500 000) raised, allowing the House of Moms to be completed in July 2013.
- The campaign was successful not only in terms of charity; it increased sales in McDonald’s and helped grow recruitment.

Creative Execution

Insulated wire, the same stuff Soviet kids used, was used to make our rings. We also did a CG wire animation for our TV spot and carried on the same stylistics in outdoor and online media. We chose this intentionally artless, ingenuous style because it brings back memories of Soviet childhood when kids used to make their toys themselves. However clumsy and awkward, those creations had a charm of their own and a human touch. We felt that such an approach would be right for a charity campaign benefiting to children.
We used TV to communicate the idea of campaign, outdoor to create awareness, while on-line media, Facebook application in particular, united those who wished to help. A significant amount of content was generated by the users themselves who wrote in LJ and shared pictures in Facebook and Instagram.

Insights, Strategy and the Idea

McDonald’s is building a House for Moms near the children’s hospital in Kazan (Tatarstan). It will allow children who undergo protracted course of therapy to spend more time with the ones they love. To raise money for this, a campaign was needed.
There was a child’s tradition in Soviet Union to make wire rings for those who you love. We decided to remind adults about this tradition. We asked children from Kazan hospital to weave wire rings for those who they miss so much.
These designs were replicated in over a half a million rings sold at McDonald's restaurants all over Russia. The campaign ran across TV, outdoor and online.
We expected this idea to appeal to adults who made similar “bijouterie” when they were kids. That we also engaged a younger audience came as a complete surprise