Racheal Lee
Jan 16, 2014

McDonald’s adjusts tone in campaign for post-Yolanda Philippines

MANILA - Fast-food chain McDonald’s has adjusted its thematic approach for a breakfast campaign in the Philippines following the Typhoon Haiyan disaster.

The recently launched campaign, ‘Hooray for today’, aims to lift the spirits of the Filipino people. Unlike previous campaigns that featured an upbeat and optimistic theme, this campaign focuses on the theme of gratitude.

The campaign includes a TVC as well as print, online, activation, OOH and public relations. Developed by Leo Burnett Manila, it will run until next month.

The 60-second TV spot tells a quiet story about a man who is thankful for the day. The lyrics of the accompanying song articulate the different emotions the man goes through in the morning, and the spot ends with him enjoying a McDonald's breakfast.

“Despite the worst disasters, you will still see Filipinos smiling—even if they’ve just lost everything,” said Raoul Panes, chief creative officer of Leo Burnett Manila. He added that the client shares the same vision and chose the quiet, retrospective story about gratitude.

“They see what is good, and find something to be thankful about," he said. "This is the positivity we want to highlight and share in this spot.”


Client Golden Arches Development Corporation
President and CEO Kennetth Yang
Senior vice president for marketing Margot Torres
Marketing manager Oliver Rabaton, Christina Lao
Agency Leo Burnett Manila
Creatives Raoul Panes, Dante Dizon, Meggy de Guzman, Steph Mangalindan
Accounts Donny Dingcong, Maik Alturas, Xea Kho
Producer Steve Vesagas, Lester Parulan
Production house Pabrika
Director Stephen Ngo
Post production Optima
Music Allan Feliciano
Audio house Loudbox

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