Brand: McDonald’s Philippines
Agency: Leo Burnett Manila
Market: The Philippines
Name of campaign: ‘Handog’ tribute to parents
Campaign scope: TV/online
Details: Filipinos traditionally celebrate the Christmas season from as early as September up until early January. It is a season marked by homecomings and family reunions, a time of year especially precious in a country where many parents are forced to leave their families for overseas employment.
The McDonald’s film showcases bittersweet everyday family moments—with children singing the lyrics to a local hit song “Handog (Offering)” by Filipino music icon Florante from the 1970s—to their parents.
The song was originally penned as a singer’s tribute to his fans for their love and devotion, alongside the wish for them to be together longer, even with the certainty of time passing by.
The film has proved popular, garnering more than 8 million views in only a few days since launch (the version above is a subtitled version).
The agency said that thousands have responded with tributes to their own parents through online comments while young parents in turn have been affirming their love to their children, spurred by the emotions elicited by the film.
Margot Torres, deputy managing director and executive vice-president, McDonald's Philippines:
McDonald’s has grown with Filipino families through the years. The brand has been their consistent partner through various life stages. And there is nothing more important to us than helping parents bond with their children in a family-centric society like the Philippines.
Christina Lao, marketing director, McDonald's Philippines:
It’s gratifying to see how meaningful this has become for Filipino families with the overwhelming positive response from consumers. This inspires us to do greater things for them with the brand.
Campaign’s view: McDonald's has long positioned itself as the backdrop to one’s memorable life events, especially for children. This film continues a time-honoured brand tradition that becomes even more relevant to the Filipino community thanks to its use of a well-known local tune accompanying a showcase of moments between parent and child.
While it doesn't venture too deep into the tearjerker zone, the message conveyed is certainly heartfelt and emotional enough to get parents in the Philippines thinking about how to spend more time with loved ones.
You can’t go wrong with that.
Agency: Leo Burnett Manila
Chief creative officer: Raoul Panes
Creative director: Dante Dizon
Copywriters: Raoul Panes, LA Yamsuan
Art director: Momon Villanueva
AVP-Account management director: Donny Dingcong
Group account director: Judy Buenviaje
Account director: Maik Alturas
Account executive: Andy Rivera
AVP director of strategy: Joy Santos
Chief digital officer: Dino Cabrera
Creative team head: Maui Drillon
Digital art director: Lara Espineda
Sr. digital art director: Pao Roa