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  • SUB CATEGORY :
    AMBIENT: EXHIBITION & INSTALLATION
  • COMPANY ENTERING :
    LEO BURNETT KOREA, SEOUL
  • TITLE :
    MOM'S BED
  • BRAND :
    MCDONALD'S
  • ADVERTISER :
    MCDONALD'S KOREA
  • AGENCY :
    LEO BURNETT KOREA, SEOUL
  • CHIEF EXECUTIVE OFFICER :
    NICOLE ROE
  • CHIEF CREATIVE OFFICER :
    SOOHEE YANG
  • EXECUTIVE CREATIVE DIRECTOR :
    HYEAH NAHM
  • CREATIVE DIRECTOR :
    CHUNGMO YANG
  • ART DIRECTOR :
    HYESUN SHIN/INWON LEE/GYEHUI KIM
  • COPYWRITER :
    JUNSEOK KANG
  • CREATIVE AWARDS MANAGER :
    SEUNGHYUN KIM
  • ACCOUNT DIRECTOR :
    JOOHUN KIM
  • ACCOUNT MANAGER :
    CHOHUI GO/SEUNGHYUN KIM/SUNHEE HWANG
  • MEDIA PLANNER :
    JEEHEE JUNG/GWANGSOO YUN
  • MEDIA AGENCY :
    STARCOM KOREA, SEOUL
  • MEDIA BUYING :
    JISEOP KIM
  • CLIENT DIRECTOR :
    WONMIN YOON
  • PR AGENCY :
    MSL KOREA, SEOUL/HAHM PARTNERS, SEOUL
  • PR DIRECTOR :
    SOYOUNG LEE/HARYEONG KIM
  • PR MANAGER :
    JUGYOUNG LEE
  • PR SPECIALIST :
    SEUNGKYU LEE/AEJIN JEONG
  • FILM PRODUCTION COMPANY :
    TOAST PRODUCTION, SEOUL
  • DIRECTOR :
    MIJI CHO
  • ASSISTANT DIRECTOR :
    WOOTAEK LEE
  • EXECUTIVE PRODUCER :
    HOJUN ROH
  • FILM PRODUCER :
    NURI HONG/EUNJI LEE/JEONGBAE JEON
  • POST-PRODUCTION COMPANY :
    ELIOT, SEOUL
  • SOUND PRODUCTION COMPANY :
    AUDIOLAB, SEOUL
  • SOUND PRODUCER :
    INWOO HWANG
  • ENGLISH CONTEXT EXPLANATION :
    In South Korea, when a child is hospitalized, parents or legal guardians are obligated by law to stay with their child in the hospital room throughout the hospitalization. This leaves thousands of mothers with no choice but to live in cramped and uncomfortable conditions on 160 x 60cm caregiver beds in hospital rooms. McDonald's, in partnership with Ronald McDonald House Charities, initiated the "Mom's Bed" campaign to shed light on these overlooked hardships and emphasize the urgent need for an RMHC House in Seoul. With only one RMHC House in Yangsan, far from major children's hospitals in Seoul, we transformed dozens of city benches into visual representations of caregiver beds. Placed strategically, these installations featured QR codes linking to authentic stories, aiming to raise awareness and invite donations for the construction of the first RMHC House in Seoul, providing crucial support for families with sick children in more accessible locations.