Creative Direction
180heartbeats+JvM
Cultural Background
Every year, for two weekends during December, McDonald's Poland donates to the Ronald McDonald Foundation 1 polish zloty out of each pack of fries they sell. It's a great cause, so naturally we wanted them to sell as many fries as possible.
Idea
During that weekend, we asked people to buy fries from McDonald's and bring them to any of our restaurants in order to get a free (Helping) Whopper Jr.
Around the middle of the week, we started by teasing the activation on our social channels:
Film
On Friday, we released a film informing people about what they should to do to help:
Social Media
And come the day of the activation, we published clear step-by-step instructions in all our channels:
Results
The campaign was a huge success. It became viral on the polish internet, and it was featured in numerous local and international media outlets. Most notably AdAge's Creativity Online, where it was editor's pick:
— Burger King and McDonald's might be eternal competitors, but we made them put their differences aside for a very good cause.