McHappy Day is scheduled for August 24th, and the campaign has already begun. McDonald’s has released a film starring Ivete Sangalo, the campaign’s new ambassador, which will be broadcast on TV and social media to promote the 36th edition of the event.
For over three decades, McDia Feliz has donated the proceeds from the sale of Big Mac sandwiches, excluding taxes, to children and youth causes, through projects in the areas of health and education, benefiting the Ronald McDonald Institute and the Ayrton Senna Institute. This year, part of the proceeds from each sandwich (R$1 per unit) will contribute to an Open Fund created by Arcos Dorados, the McDonald’s operator in Brazil, to help families in Rio Grande do Sul.
“At McDonald’s, we are committed to generating a positive impact on society. And for 36 years, McHappy Day has been a special moment in which our more than 60,000 employees join forces with institutes, institutions, partners, volunteers and customers in a great chain of good. We want to achieve the largest fundraising in history and we are very pleased to have Ivete Sangalo as our ambassador and main ally in engaging the public throughout Brazil,” says Sérgio Eleutério, McDonald’s Marketing Director.
This year, the campaign, created by the agency GALERIA.ag, launches the “Bloco do Bem” (Good Block) with Ivete Sangalo inviting the public to get involved in the cause. “McDia Feliz is a solidarity campaign. And everything that involves solidarity, empathy and transformation is welcome. I am very proud and happy to be part of this movement”, says Ivete Sangalo. “This is the time to join hands and Brazilians do this in a very genuine and special way. I am part of this gigantic and permanent chain that mobilizes for the sake of others. We will have an even happier McDia Feliz!”, adds the singer.
The 30-second film, produced by Reconcavo Company and directed by Nixon and John Oliveira, shows Ivete Sangalo in a McDonald’s restaurant with several people engaged in the campaign, inviting the public to join the “Bloco do Bem”.
“Through Ivete Sangalo’s charisma, energy and ability to mobilize, more than just inviting the public to participate in McDia Feliz, the campaign aims to bring more people to participate in this ‘bloco’. Doing good is contagious and when someone participates in an action like this, other people around them participate too”, comments Rodrigo Marangoni, Executive Creative Director of GALERIA.ag.
In addition to the TV film and print media advertisements, the digital campaign includes testimonials from people who benefited from the initiative and a landing page to encourage public engagement.
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DATASHEET
Titles: Block of Good
Duration: 30”
Client: McDonald’s
Product: Institutional
Campaign: McHappy Day 2024
Agency: GALERIA.ag
CCO: Rafael Urenha
Executive Creative Director: Carlos Schleder, Rodrigo Marangoni
Creative Direction: Mellina Fontoura, Paula Keller Perego
ACD: Rodrigo Bonfim, Victor Capato
Creation: Kaike Motta, Gabo Moraes, Gustavo Gibelli, Iuri Lima, Wesley Farias
Service: Ana Coutinho, Paula Salvarani, Noelle Duo Silveira, Juliana Salgueiro, João Pedro Marques
Client approval: Sergio Eleuterio, Julia Mercer Cruz, Samira Delgado
Media: Paulo Island, Kaline Lessio, Isabella Ferro, Mirella Covaleski, Bruno Souza, Juan Cesar
Strategy: Carol Mello, Rafael Martins, Felipe Ribeiro, Matheus Brito, Julia Ferraz, Alana Moraes, Felipe Fonseca, Graziele Soares, Vitor Correa
PR: Patricia Capuchinho, Mariana Novaes and Fernanda Gil
Influence: Karen Bartels, Tiago Carvalho, Patricia Laureano, Mylena Fontes, Beatriz Cardoso and Nathália Belisario.
Social: Gabriela Greipel
Data and Technology: Guido Sarti, Marcelo Azevedo, Rafael Ribeiro, Brenda Califano and Gabriella Paiva.
Projects: Marione Oliveira, Michel Ferreira, Maisa Amorim
Graphic and Digital Production Management: Marcos Moura
Artbuyer: Andrea Soeiro
Graphic production: Leandro Cabral
Finalization Coordination: Pablo Felix
Image treatment: Pablo Felix
Illustration: Platinum FMD
Revision: Teresa Montes
Integrated Production: Ducha Lopes, Fabio Truci, Fernanda Domingues and Natalia Menken
Talent: Ivete Sangalo
Stylist: Daniel Ueda
Make: Marquito Costa
Still Photographer: Rafael Mattei
Image Producer: Recôncavo Company
CEO: Nixon and John Oliveira
ProduçExecutive Action: Lindin Lima
Service: Babi Kosloff and Ju Bahia
CoordinatioņProductioņto the: Nile Souza
DireçProductioņto the: Gabriel Beak
Producer: Barbosa Curry
Direçto the: Reginas and Pablo Bardehle
DireçPhotography: Flavio Zangrandi and Ed Raw
1a AD: Bice Costa
2a AD: Mayara Pinheiro
1o AC: Alan of the Angels
2nd AC: Milena Abreu
Video Assist: Carol Penelope
Logger: Alen Little Fish
Steadcam: Maoma Faria
Gaffer: Emerson Star
Train driver: Charles Albert
Plateau: Joe Rodrigues
Against rule: Philip Cipriani
Direct Sound: Napoleon Cunha
DireçArt: Queens
Art Producer: Jayne Sales
Object Producer: Vanessa
Casting Producer: Bruna Palma
Costume designer: Siomara Supernova
Make e Hair: Anderson Vidal
Sound Producer: PUNCH AUDIO
Production: Cristiano Pinheiro
Creation: Tony Berchmans
Executive Producer: Lili D.Aragoni
Service: Ale Pais and Gabi Takan
Production Coordination: Cristiane Oliveira and Karina Coviello
Mixing and Finalization: Gustavo Guanaes, Ian Sierra, Rodrigo Tuchê and Jimmy Gressler
