McDonald’s launches sombre ad for breakfast menu in respect of Typhoon Haiyan disaster
Leo Burnett Manila has launched a new campaign for McDonald’s in the Philippines to promote its breakfast menu.
The campaign takes a sombre tone in respect of the devastating impact of Typhoon Haiyan.
Raoul Panes, chief creative officer of Leo Burnett Manila, said: “Despite the worst disasters, you will still see Filipinos smiling — even if they’ve just lost everything. They see what is good, and find something to be thankful about. This is the positivity we want to highlight and share in this spot.”
The tone of ad is in marked contrast to a breakfast campaign for McDonald’s in Singapore, created by DDB last month, which ran with the tagline ‘Get up and go’.
Credits for Leo Burnett Manila’s campaign for McDonald’s:
Creatives: Raoul Panes, Dante Dizon, Meggy de Guzman, Steph Mangalindan
Accounts: Donny Dingcong, Maik Alturas, Xea Kho
Producer: Steve Vesagas, Lester Parulan
Prod. House: Pabrika
Director: Stephen Ngo
Post Prod: Optima
Music: Allan Feliciano
Audio House: Loudbox
Client: Golden Arches Development Corporation
Kennetth Yang, President and CEO
Margot Torres, Senior Vice President for Marketing
Oliver Rabaton, Marketing Manager
Christina Lao, Marketing Manager
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