McDonald's Film Being a Mum by Fortune Promoseven Beirut

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Being a Mum

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Industry Fast food
Media Film
Market Lebanon
Agency Fortune Promoseven Beirut
Executive Creative Director Karim Kazan
Art Director Pamela Karam
Senior Art Director Mike Awad
Senior Copywriter Thomas Young
Released March 2018

Credits & Description

Client: McDonald’s Lebanon
Agency: FP7/McCann Beirut
Managing Director: Emile Atallah
Regional Head of Strategic Planning, Creative Strategy: Tahaab Rais
Executive Creative Director: Karim Kazan
Senior Copywriter: Thomas Young
Senior Art Director: Mike Awad
Strategic Planning Manager: Carl Bou Abdallah
Business Director and Digital Director: Nassif Abou Aloula
Senior Art Director: Rosy Muallem
Account Director Salim Fayed
Art Director: Pamela Karam
Senior Account Executive: Petra Berbari
Published: March 2018
Being a mum means good times and hard times. Being a mum can be fun and it can be tough. Being a mum has tears and laughter. Being a mum is being tender. Being a mum is being strict. Being a mum is playtime, bath time and bedtime. But most importantly, being a mum is love and giving without taking anything back.
Around Mother’s Day in the Middle East, McDonald’s in Lebanon is celebrating the feeling of being a mum by focusing on a segment that exists in the region, but is never discussed.
In a region that tends to stick to gender norms, the film has sparked conversations around the definition of being a mum, and has earned over 85% positive sentiments. The film is being supported by on-ground retail activations and an upcoming social media content series focused on the core idea of ‘being a mum’ and all that it entails.
Motherhood is good times and hard times. It can be fun and it can be tough. It’s the tears and the laughter. It’s being tender. It’s being strict. It’s playtime, bath time and bedtime. But more importantly, motherhood is love.
Today, we celebrate motherhood. #BeAMum