McDonald's | Make your cheeseburger count | Philippines

For every cheeseburger sold, a sticker is given to the customer to signify a peso donated to BMR through RMHC. The stickers are collected on a Commitment Poster board in McDonald’s outlets. The ultimate goal is to exceed one million stickers, representing one million pesos in donations.

DDB Philippines created the campaign fighting poverty and reminding young people that small efforts can collectively have a meaningful purpose. “The new campaign not only aims to move more Cheeseburgers fresh from the McDonald’s grills and into tummies, but also into the hearts, and minds of non-believers,” said lead creative director Lilit Reyes at DDB Philippines.

The TV commercial shows children reading books covered in the McDonald's cheeseburger wrapping. To illustrate to joy of literacy, Sharon Cuneta, a high profile local celebrity, ends the ad with: “And they lived happily ever after.”

“DDB came up with an inspiring idea that is not only consistent with what the brand stands for, but also aligned with our company’s advocacy to promote the rights of children,” said Margot Torres, vice president of marketing at McDonald’s Philippines.



Credits:
Project Make your cheeseburger count
Client McDonald's Philippines
Creative agency DDB Philippines
Lead creative director Lilit Reyes
Exposure Television