CLIENT
McDonald's
Sergey Dochkin,Marketing & PR VP
Svetlana Polyakova,PR Director
Elena Chilingaryan,Special projects manager
AGENCY
Mikhail Kudashkin,Executive Creative director
Alexander Merzlyakov,Creative director
Ivan Davidov,Senior art director
Irina Vlasoca,Copywriter
Victoria Semikasheva,Account Director
Oxana Shevchenko,Group Account Director
Natalia Fedorkova,Strategic Director
Igor Myasoedov,Senior media manager
Daniil Altshuler,Account Director
KARE-PR
Natalia Ilinich,Deputy General Manager
IWILL
Evgeniy Galimskiy,Chief Executive Officer
SUMMARY
For many years McDonald’s has been holding traditional charity campaign “McHappy Day” in November. The purpose of the campaign is to draw attention of society to the problem of children in need and to raise funds to support the existing and to develop new programs of Ronald McDonald House Charities. This year the campaign could be called “McHappy Month” because for the first time in 15 years customers could make a donation during all month. The main source of fundraising was the French fries, so for the first time McDonald's changed the packaging design developed by the winners of the competition. More than 29 million rubles raised to support RMHC.
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