Title | MCDONALD'S- EATQUAL |
Brand | MCDONALD'S |
Product / Service | MCDONALD'S EATQUAL |
Category | A03. Casting |
Entrant | VANILLA FILMS Mumbai, INDIA |
Idea Creation | DDB MUDRA Mumbai, INDIA |
Production | VANILLA FILMS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Vinit Bhatt | Vanilla Films LLP | Producer |
Everyone loves a burger. But, not everyone gets to enjoy it. Millions of people worldwide with limited hand mobility can’t eat a burger the way others can, with two able hands. McDonald’s wanted to change this as a leading burger brand and decided to make burger-eating equal for all. Hence, EatQual was launched on 3rd December 2020, International Day of Persons with Disabilities. This is followed by a heartwarming film featuring a real-life electrocution survivor.
The brief was to cast a real differently-abled person, not an actor. We were sure that we didn't want the audience to pity the protagonist. This was challenging because finding an actor is easy but finding a differently-abled person who could act and face the camera was a task. It was an unusual casting that required an unconventional approach. So, instead of getting a casting director on board, we reached out directly to NGOs, differently-abled schools, and people on social media platforms. We shortlisted a few faces but many refused to face the camera. Fortunately, our team stumbled upon Paulami Patel's page. Her cheerful personality and unapologetic attitude convinced us that we had found our Mcdonald’s Eatqual girl. The lockdown restrictions didn't allow us to rehearse with her. But, that didn't stop her from conquering the set and leaving us smiling.