Typhoon Haiyan inspires McDonalds campaign by Leo Burnett
Leo Burnett Manila has unveiled its latest McDonald's breakfast campaign in The Philippines.
The Typhoon Haiyan disaster in the country last year has been cited as the inspiration behind the theme of gratitude for the creative.
"Despite the worst disasters, you will still see Filipinos smiling--even if they've just lost everything. They see what is good, and find something to be thankful about. This is the positivity we want to highlight and share in this spot," said Raoul Panes, Chief Creative Officer of Leo Burnett Manila.
"From the onset, McDonald's clients shared the vision of the agency. They recognised that we needed to come out with something different. Among several stories, they unanimously chose the quiet, retrospective story about gratitude. A bold move, considering it was easier to go with the tried and tested formula that had already worked well for two years."
The ‘Hooray for Today’ campaign runs annually in the territory.