SUB CATEGORY :

RESILIENCE THROUGH CREATIVITY

COMPANY ENTERING :

LEO BURNETT GROUP MANILA, MANILA

TITLE :

MCDONALD'S CLASSROOM

BRAND :

MCDONALD'S

ADVERTISER :

MCDONALD'S PHILIPPINES

AGENCY :

LEO BURNETT GROUP MANILA, MANILA

MANAGING DIRECTOR :

MARGOT TORRES

CHIEF CREATIVE OFFICER, APAC AND MEA :

NATALIE LAM

CHIEF CREATIVE OFFICER :

RAOUL PANES

GLOBAL EXECUTIVE CREATIVE DIRECTOR :

ANDRIANO MATOS

EXECUTIVE CREATIVE DIRECTOR :

KAT LIMCHOC

CREATIVE COMMUNITY MANAGER :

ANNA TOMASETTI

CREATIVE DIRECTOR :

ROZ PATINO

ART DIRECTOR :

ROZ PATINO/REU FERMIN/CIARA BAELLO

DIGITAL ART DIRECTOR :

ARJOHN YABUT/RENZ ALAJAR/PAOLO GALLARDO/ABBY SANTOS/ TRINEE ALTAMIRANO

COPYWRITER :

RAOUL PANES/KAT LIMCHOC/MAKO ALONZO

DIGITAL COPYWRITER :

JOEL LIBO-ON/HANNAH MAGNO

DIGITAL CREATIVE TEAM HEAD :

JUSTINE RACHO

ACCOUNT MANAGEMENT DIRECTOR :

JUDY MEDINA

ACCOUNT DIRECTOR :

RICA MEDINA

ACCOUNT MANAGER :

RICKY SANTIAGO

MARKETING DIRECTOR :

OLIVER RABATAN

SENIOR MARKETING MANAGER :

FIDEL BALBIERAN

STRATEGIC PLANNING DIRECTOR :

JOY SANTOS

LSM CONSULTANT :

GEORGE TONGOL/SOPHIE DELLOSA

FILM PRODUCTION COMPANY :

FILM PABRIKA, MANILA

DIRECTOR :

JOEL LIMCHOC

FILM PRODUCER :

STEVE VESAGAS

SOUND PRODUCTION COMPANY :

PRODIGIOUS PHILIPPINES, MANILA

ENGLISH CONTEXT EXPLANATION :

THE PHILIPPINES REMAINED TO BE THE LAST COUNTRY IN THE WORLD WITH CLASSROOMS SHUTTERED BY COVID-19. THE WIDELY-CRITICIZED DISTANCE LEARNING SYSTEM WAS A STRUGGLE FOR BOTH TEACHERS AND STUDENTS . IT WAS NOT ONLY THE INTERNET CONNECTION THAT WAS INADEQUATE, BUT ALSO THE SPACE - THE ABSENCE OF BOTH HAS GREATLY DEGRADED THE QUALITY OF LEARNING. AS COMPANIES AND PRIVATE CITIZENS RAISED FUNDS FOR GADGETS AND WI-FI KITS, WE KNEW THAT MCDONALD’S COULD DO MORE, NOT JUST AS A BRAND, BUT EVEN MORE SO AS A MEMBER OF THE COMMUNITIES WE OPERATE IN. THIS IS THE STORY OF HOW MCDONALD’S TRANSFORMED ITS UNUSED PARTY ROOMS INTO LIVELY CLASSROOMS TO ENSURE THAT THE DELIVERY OF QUALITY LEARNING AND EDUCATION NEED NEVER BE DISRUPTED. MCDONALD’S CLASSROOM SUCCESSFULLY REDEFINED THE BRAND EXPERIENCE IN THE NEW NORMAL, AND NOT ONLY GENERATED FAME FOR THE BRAND, BUT UPLIFTED CONSUMERS’ TRUST IN THE COMPANY.