THE BOAT

TitleTHE BOAT
BrandMcDONALD'S PHILIPPINES
Product / ServiceMcDONALD'S
CategoryB07. Corporate Image & Sponsorship
EntrantLEO BURNETT GROUP MANILA, THE PHILIPPINES
Idea Creation LEO BURNETT GROUP MANILA, THE PHILIPPINES
Production FILM PABIRKA Makati, THE PHILIPPINES

Credits

Name Company Position
Raoul Panes Leo Burnett Group Manila Chief Creative Officer
Carl Urgino Leo Burnett Group Manila Creative Director
Pao Roa Leo Burnett Group Manila Senior Art Director
Sarah Chan Leo Burnett Group Manila Senior Art Director
Brian Lumanog Leo Burnett Group Manila Copywriter
Donny Dingcong Leo Burnett Group Manila AVP Account Management Director
Judy Buenviaje Medina Leo Burnett Group Manila Group Account Director
Sim Ventosa Leo Burnett Group Manila Associate Account Executive
Joy Santos Leo Burnett Group Manila Planning Director
Carlo Dionisio Leo Burnett Group Manila Head of Social Media & Analytics
Jarmaine Sotto Leo Burnett Group Manila Content Manager

Brief Explanation

Every National Breakfast Day, McDonald’s Philippines throws a nationwide breakfast blowout to celebrate the most important meal of the day. On March 14th 2016, from 6 to 7 AM, every McDonald’s store in the Philippines gave free McMuffin breakfast sandwiches to everyone who visited the restaurants. But there are those who have to get up for work so early in the morning that they won’t be able to go to the stores. In fact, because of their occupation, some skip breakfast entirely—just like the humble fisherman. In the Philippines, thousands of people earn their livelihood from the vast sea that surrounds their domiciles. They are typically at sea from 2 to 6 AM. So we brought National Breakfast Day to hardworking fishermen. A specially designed boat with the iconic McDonald’s pylon headed into deep waters early in the morning to bring good cheer to fishermen through warm McDonald’s breakfast.

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