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

J-04-18. A Ring to Bring Them Closer

AgencyLeo Burnett Moscow
Creative headMikhail Kudashkin
Author of ideaLeo Burnett Moscow
ProductRONALD MCDONALD FOUNDATION
DescriptionChallenge
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 membersExecutive 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