Title | VERY HAPPY MEAL |
Brand | MCDONALD'S JAPAN |
Product / Service | HAPPY MEAL |
Category | A11. Corporate Social Responsibility (CSR) / Corporate Image |
Entrant | BEACON/LEO BURNETT Tokyo, JAPAN |
Idea Creation | BEACON/LEO BURNETT Tokyo, JAPAN |
Production | ONION Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Erick Rosa | Beacon/Leo Burnett Tokyo | Chief Creative Officer |
Tadashi Inoue | Beacon/Leo Burnett Tokyo | Executive Creative Director |
Ron Smith | Beacon/Leo Burnett Tokyo | Executive Creative Director |
Daichi Tanaka | Beacon/Leo Burnett Tokyo | Creative Director |
Tomoyasu Kurosaki | Beacon/Leo Burnett Tokyo | Senior Art Director |
Ayaka Hoshino | Beacon/Leo Burnett Tokyo | Copywriter |
Chizuru Horikawa | Beacon/Leo Burnett Tokyo | Head Designer |
Takamasa Sakano | Beacon/Leo Burnett Tokyo | Designer |
Kana Hirano | Beacon/Leo Burnett Tokyo | Designer |
Maoko Ochi | Beacon/Leo Burnett Tokyo | Brand Strategist |
Hiroki Mashima | Beacon/Leo Burnett Tokyo | Film Producer |
Kohei Kobayashi | Beacon/Leo Burnett Tokyo | Assistant Film Producer |
Greg Jones | Beacon/Leo Burnett Tokyo | Group Business Director |
Masayuki Namiki | Beacon/Leo Burnett Tokyo | Group Account Director |
Yoshikazu Shimano | Beacon/Leo Burnett Tokyo | Account Supervisor |
Mio Tokuyama | Beacon/Leo Burnett Tokyo | Account Manager |
Shino Fujieda | Beacon/Leo Burnett Tokyo | Account Executive |
Lisa Hiraga | Beacon/Leo Burnett Tokyo | Account Executive |
Mika Archer | MSL Japan | Account Director |
Takao Kuramoto | Onion, Inc. | Producer |
Masakado Kajiwara | Onion, Inc. | Producer |
Chonghao Zhao | Onion, Inc. | Production Manager |
Tetsuya Uesugi | KUANI | Director |
Toshihiko Kizu | Connection | Cameraman |
Masanori Midorikawa | freelance | Lighting |
Ayano Tachibana | freelance | Stylist |
Yuko Takashiro | freelance | Hair & Make-up |
Kenichi Tsutsumi | freelance | Casting |
As one of the world’s largest restaurant companies, McDonald’s has the responsibility and opportunity to take action on some of the most pressing social and environmental challenges in the world today. Using our Scale for Good, McDonald’s Japan wanted to put old Happy Meal toys to good use. And through this first-ever initiative, prove to the global network there is value for the brand in supporting programs that recycle our Happy Meal toys. The recycle program was ideal for elevating the brand experience and getting our customers to participate in something good.
Situation: Parents were feeling stress about old Happy Meal Toys piling up. Kids didn’t want to part with their old toys. The brand wanted to improve the perception of our commitment to using our scale for good. The combination of these issues pushed us to pursue some way of implementing a recycling program to transform toys into trays and positively shift perception of the brand. Brief: Make people feel better about McDonald’s social conscious and Happy Meal Toys environmental impact. Objectives: Get significant number of parents & kids to participate in a toy return/recycle program within a 2-month window.
Kids love Happy Meal Toys. But as the toys pile up, parents stress out. McDonald’s Japan wanted to offer a way for kids to feel better about saying goodbye to their old toys while giving parents a chance to share an important lesson in sustainability. This is the story of how kids part with their old Happy Meal Toys but meet them again with a renewed smile! And help shape a positive feeling towards our brand while galvanizing the global network to start a recycling program in their region of the world.
Target audience: Parents & Kids Approach: Leverage TVC, social & in-store merchandising to motivate kids, in partnership with their parents, to return old Happy Meal toys to the store
Implementation: Toy Collection Boxes & posters were placed in every restaurant. Timeline: 2 month period (March - May) Scale: Placed in nearly 3000 restaurants across Japan
Business Impact: In just two months, a staggering 1.2 million toys were collected and recycled, adopting leading-edge technology used only in Japan. Response Rate: The toys kids returned transformed into over 100,000 smiling green trays! Impressions: PR value in earned media amounted to ¥46,614,972 ($416,411). Change in behavior: Surveys showed 81% of moms believe that McDonald’s is concerned about the environment. And 79% of them thought that McDonald’s contributes positively to the local community and society. Consumer Awareness: Highest comprehension/awareness scores (50%/81%) of all seasonal programs. TVC scored highest source of awareness in 2018 (73%). In-store recycle box was the second biggest source of awareness for 2018.