FLASHCARDS

TitleFLASHCARDS
ClientMcDONALD'S PHILIPPINES
Product / ServiceBRIGHT MINDS READ PROGRAM
CategoryA09. Environmental Design
EntrantLEO BURNETT MANILA, THE PHILIPPINES
Entrant Company:LEO BURNETT MANILA, THE PHILIPPINES
Design/Advertising Agency:LEO BURNETT MANILA, THE PHILIPPINES

Brief Explanation

More than raising awareness, much-needed funds had to be generated to keep the program going. Books and other teaching materials don't come cheap. Keeping the program alive depends greatly on people's support and donations.

The Brief

McDonald's needed to raise awareness for Bright Minds Read -- their literacy program aimed at helping school children in far-flung barrios improve their reading skills.

How the final design was conceived

What better time to raise awareness and funds for a literacy program than on National Reading Day? On this relevant day, McDonald's conducted their McHappy Day Fun Run to benefit their Bright Minds Read program. We wanted to remind people what they were running for that day. We put giant flashcards (the most common of teaching aids) along the route of the marathon to promote literacy every step of the way.

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 funds for Bright Minds Read by an astounding 498% over the previous year.

Credits

Name Company Position
Raoul Panes Leo Burnett Manila Chief Creative Officer/Copywriter
Alvin Tecson Leo Burnett Manila Creative Directors
Carl Urgino Leo Burnett Manila Creative Directors/Art Director
Sue Ann Nolido Leo Burnett Manila Account Director
Maik Alturas Leo Burnett Manila Account Manager
Tria Sordan Leo Burnett Manila Account Supervisor
Gello Jamias/Marissa Abayari Leo Burnett Manila Print Producer
Robert Perez Leo Burnett Manila Final Artist
Ben Chan Photographer