FLASH CARDS by Leo Burnett Manila for McDonald's

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FLASH CARDS

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Industry Shows, Events & Festivals, Fast food
Media Design & Branding
Market Philippines
Agency Leo Burnett Manila
Art Director Carl Urgino
Copywriter Alvin Tecson, Raoul S. Panes
Producer Marissa Abayari
Released November 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: McDONALDS PHILIPPINES
Product/Service: BRIGHT MINDS READ PROGRAM
Agency: LEO BURNETT MANILA
Chief Creative Officer: Raoul Panes (Leo Burnett Manila)
Creative Director: Alvin Tecson (Leo Burnett Manila)
Creative Director: Carl Urgino (Leo Burnett Manila)
Copywriter: Raoul Panes (Leo Burnett Manila)
Copywriter: Alvin Tecson (Leo Burnett Manila)
Art Director: Carl Urgino (Leo Burnett Manila)
Accounts: Sue Ann Nolido (Leo Burnett Manila)
Accounts: Maik Alturas (Leo Burnett Manila)
Accounts: Tria Sordan (Leo Burnett Manila)
Accounts: Mapaul Manalo (Leo Burnett Manila)
Final Artist: Robert Perez (Leo Burnett Manila)
Producer: Marissa Abayari (Leo Burnett Manila)
Media placement: Giant Billboards - Along The Running Path Of A Marathon - November 26, 2011

Describe the brief from the client
To get people donate to Bright Minds Read, a literacy programme by Ronald McDonald House Charities.

Describe the challenges and key objectives
McDonald's needed to raise awareness for its Bright Minds Read - a literacy programme aimed at helping schoolchildren in far-flung barrios improve their reading skills.

Describe how you arrived at the final design
On National Reading Day, McDonald's conducted the McHappy Day Fun Run to benefit their Bright Minds Read programme. We put giant flashcards along the route to promote literacy every step of the way.

Give some indication of how successful the outcome was in the market
The giant flashcards helped urge many runners and their families to make donations at the event booths. Even after the Fun Run, more donations are still coming in, increasing the funds for Bright Minds Read by an astounding 498% over the previous year.