Forty families arrive in Lima every day in search of a home to help them cope with their medical treatment. Currently Casa Ronald McDonald can only accommodate 1 of them.
The children’s game of musical chairs becomes a heart-breaking metaphor for Casa Ronald and McDonald’s Peru in a campaign by Publicis Peru to raise awareness about the difficult situation faced by families of children in need of medical treatment.
“The campaign not only highlights the problem, but also offers a tangible solution: donate to the Ronald McDonald House. Doing so provides an opportunity to give these families a home away from home, providing them with not only a roof over their heads, but also emotional support and comfort in difficult times, so that their children with complex illnesses receive the medical care they require,” commented Kathy Carrillo, chief account officer, Publicis Peru
“The figure that reality gives us is complex, knowing that 40 children cannot access accommodation like the Ronald House to continue their medical treatments, awakened in our organization the desire and conviction to contribute and improve with this problem. From moment 0, Publicis gave us a hand and since then, we have been working as allies, they joined without hesitation and put together a proposal that carries the hope of an entire organization, with a great desire to open more shelters for children and adolescents. We know that the road is difficult, but when strength, capacity, knowledge and, above all, heart come together, everything flows,” concluded Sandra Santillán Zuñiga, director of sustainability at the Ronald McDonald House.
The campaign, being such a relevant initiative for the country, also had the support of different parties such as Señor Z, Del Mate productions and Rodrigo Malnati. “Getting to know the Ronald House and the incredible work they do, was the biggest motivation to film the project from the heart,” stated Bacha Caravedo. director of Señor Z.
Credits:
Client: Ronald McDonald House Association
Director of Sustainability: Sandra Santillán
Agency: Publicis
General Manager & VP Creative: Nelson Fragoso
CCO: Beto Noriega
Creative Directors: Ricky Carmona & Jorge Herrera.
Chief Account Officer: Katherine Carrillo
Account Executive: Alma Vera
Senior Planner: Gabriel Ramirez
Digital Strategist: Jimena La Rosa
Production Manager: Raquel Becerra
Agency Producer: Lucciana Proaño
Director: MR. Z
Directors: Saved & Chains
Photo Director: Chinon Z
Assistant Director: Santiago Z
Executive Producer: Claudia Z
General Production: Gabriela Z
Art Director: Manuel Z
1st Art Assistant: Luis Enrique Z
Post Production: Wawin Z
Music: Rodrigo Malnati @ Zumba
Composers: Rodrigo Malnati & Cututo
