A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS
I-03-12. A Ring to Bring Them Closer
| Agency | Leo Burnett Moscow |
| Creative head | Mikhail Kudashkin |
| Author of idea | Leo Burnett Moscow |
| Product | RONALD MCDONALD FOUNDATION |
| Description | Challenge McDonalds 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. Idea There was a child’s tradition in the Soviet Union to make wire rings for those who you care for. To bring this memory back, we asked a group of children from Kazan hospital to weave wire rings for the people they miss so much. These designs were then replicated in a half a million rings which were sold at McDonald's restaurants all over Russia. The act of charity was supported on TV, online and outdoor. Results - Most successful charity act of McDonald's in Russia - ever - 505,200 rings sold in 20 days - More than $500 000 raised, allowing the House of Moms to be completed in July 2013 |
| Team members | Executive Creative Director: Mikhail Kudashkin Interactive Creative Director: Roman Pavlenko Creative Director: Natalia Smelova Art Director: Zoya Ryabinina Copywriter: Margarita Kasimova Designer: Assia Bukhnina Design Studio Creative Director: Dmitry Yakovlev DTP Operator: Andrey Smirnov Retoucher: Alexey Vinogradov |
