Sometimes Leo Burnett and McDonald’s make your heart melt with their family moments. Correct that, oftentimes Leo Burnett and McDonald’s make your heart melt with their family moments. This is one of those oftentimes – a visual ode to the lengths that parents will go to in order to bond with their children and share a special moment of happiness with them. It’s a tribute to Leo Burnett that McDonald’s, family and happiness are entrenched together in popular culture. The new campaign is called Happy Moments and it was created jointly by Leo Burnett Dubai and Leo Burnett Manila for the Philippines.
Oliver Rabatan, AVP, marketing and channels lead at McDonald’s Philippines, stated, “For over 40 years, McDonald’s Happy Meal has been an ally to generations of parents seeking to share happy moments with their children. As a brand, celebrating our role as the home of happy family moments is a theme we keep returning to. Our latest installment pays special tribute to devoted dads in the lead up to Father’s Day.”
Kalpesh Patankar, chief creative officer at Leo Burnett Dubai, added, “There often lies something extraordinary in the most simple, everyday moments. We wanted to capture the charming joyfulness of life’s most cherished moments by simply showing a parent and child on their way back home from McDonald’s. Real streets and authentic photography become the backdrop for truly happy moments captured in the most understated way, as though through the lens of a passer-by.”
The campaign was photographed by Ale Burset, who is based in Madrid.
“Thanks to our Power of One model, this has been an amazing collaboration across borders. With Ale’s candid, unpolished treatment, we have created a campaign that feels uniquely understated for this market. Together with McDonald’s Philippines, we look forward to celebrating life’s moments of happiness for many years to come,” commented Raoul Panes, chief creative officer at Leo Burnett Manila.
Happy Moments is running in print and point-of-sale during the lead-up to Father’s Day in the Philippines, June 19.
