The brief:

McDonald's tasked us to come up with a TVC on a limited bugdet.

 

Idea.

We wanted to spread our reach to beyong just a TV screen.

Direct people to a social debate with an emotive, but thought provoking piece involving real life characters.

 

Execution.

We used a real orphanage and an old age home to tell a McDonald's brand story, knowing it was the type of story bloggers could latch on to, and people would talk about.