THE BOY WHO LOVES TO STUDY

Short List
TitleTHE BOY WHO LOVES TO STUDY
ClientMCDONALD'S PHILIPPINES
Product / ServiceMCDONALD'S
CategoryD01. Social Video
EntrantLEO BURNETT GROUP MANILA, THE PHILIPPINES
Idea Creation LEO BURNETT GROUP MANILA, THE PHILIPPINES
PR EON THE STAKEHOLDER RELATIONS GROUP Makati City, THE PHILIPPINES

The Campaign

We told a real-life, inspirational, share-the-love story – but devoid of Christmas trappings. This would distinguish the brand from everyone else’s holiday-themed advertising featuring cliché happy get-togethers or made-up sob stories.

Creative Execution

One night in 2015, medical student Joyce Torrefranca took a photo of homeless boy Daniel Cabrera studying by the light of a McDonald’s store in the Philippines. Joyce shared it on her Facebook page and it immediately went viral, inspiring thousands. Her post was picked up by local and international media, spurring donations from all over the world for Daniel and his family. McDonald’s online film revisited that fateful night and how it changed the lives of Daniel and Joyce – all thanks to one photograph shared online, in an act of kindness. It also documented their touching reunion one year later. It is capped by the line #ShareTheLove

McDonald’s non-Christmas video became the inspirational Christmas story during the holidays – and beyond. The film about the viral story went viral too, touching over 22.8 million netizens. It has racked up more than 8.65 million views on Facebook and over 2.94 million views on YouTube, exceeding 126 thousand unique shares. It was also rapidly picked up by local and international media. This generated an equivalent of 82.2 million impressions across all social media platforms.

The country is dubbed as ‘the social media capital of the world’. McDonald’s spotted this as an opportunity to utilize the platform where online sharing is a natural reflex for people. Also, “sharing” – in the real world -- is a Christmas predisposition as people are more generous and thoughtful. Latching on to rich meaning of the “sharing” term, we revived an authentic story of sharing deeply associated with McDonald’s.

Credits

Name Company Position
Raoul Panes Leo Burnett Group Manila Chief Creative Officer
Mela Advincula Leo Burnett Group Manila Creative Director
Spiro Barroga Leo Burnett Group Manila Art Director
Sara Sarmiento Leo Burnett Group Manila Art Director
Donny Dingcong Leo Burnett Group Manila Deputy General Manager
Judy Buenviaje Medina Leo Burnett Group Manila Group Account Director
Maik Alturas Leo Burnett Group Manila Account Director
Mary Pahati Leo Burnett Group Manila Account Executive
Paolo Villaluna Filmex Director
Concon Limbo Filmex Executive Producer
Tria Sordan Slingshot Manila Film Producer
Links
Social Media URL   |   Social Media URL