O McDonald’s it’s at Mauricio de Sousa Productions join forces again in favor of diversity and inclusion, using the power of literature to strengthen bonds between parents and children. In an exclusive series of stories developed especially to transmit these values, Turma da Mônica addresses plurality and explains how to embrace it in the children’s universe.
“For over 40 years, McLanche Feliz has been a connection tool between families, who experience moments alongside our products that will remain in everyone’s memories. Therefore, we know the opportunity we have in our hands to be tools for parents in educating their children by disseminating values that are so important to us, as a company, and that have the power to transform society. This launch is more than a campaign or an illustrated book, it is an invitation from two brands loved by Brazilians so that they, through reading and fun, embrace diversity and inclusion in our restaurants and in their daily lives” , says Sérgio Eleutério, Marketing Director at McDonald’s.
The campaign, which goes beyond the traditional period of one month, will impact readers throughout the year with stories that feature new characters. Luca, a sports-loving boy in a wheelchair; Dorinha, a visually impaired girl who recognizes her friends by voice and perfume; André, a little boy who is on the autistic spectrum; and Tati, a girl with Down syndrome who always finds clever ways out of any situation, join the original gang (Mônica, Magali, Cebolinha, Cascão and Milena) to provide educational and fun family moments. Each book presents two new stories, totaling ten exclusive adventures, prepared by Mauricio de Sousa Produções. Each volume also proposes an interactive activity for the whole family to read, learn and have fun together.
Representation and inclusion have always been in MSP’s DNA. The characters created by Mauricio de Sousa were inspired by real children, and diversity is part of everyday life, therefore, it is natural that it is also present in Bairro do Limoeiro.
“Through comics, animations or digital actions, we have always been committed to raising awareness and sensitizing families and all our fans about the importance of respecting differences. And, most importantly, ensure that all children can live and have fun together on our adventures. The partnership of two brands recognized by the public contributes to this purpose becoming increasingly part of our reality”, says Mônica Sousa, executive director of Mauricio de Sousa Produções.
Campaign
Created by the agency GALERIA.ag, the campaign features a 30-second film produced by Modernista, Punch Áudio and Mauricio de Sousa Produções, exploring the playful universe of Turma da Mônica’s stories. The film will be broadcast on open and closed TV, digitally and on the brand’s social networks, with a Libra interpreter, subtitles and audio description to promote inclusion.
“Our campaign was inspired by the playful universe of Turma da Mônica’s stories. Knowing the importance of Happy Meals in forming memories that last into adulthood, the actions created are intended to stimulate children’s reading and imagination. Therefore, we are preparing a series of surprises for customers and offering experiences for the whole family”, says Rodrigo Marangoni, executive director of Creation at GALERIA.ag.
Check out the film in full below.
Turma da Mônica’s books on McLanche Feliz are now available at all McDonald’s units in Brazil, and can be purchased through the Order and Collect, Drive-Thru, self-service totems and at the counter. It is also possible to purchase via app from McDonald’s and take advantage of McDelivery, allowing families to enjoy these stories without leaving home. The books will also be available to purchase separately.
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