In the midst of Mental Health Awareness Week (May 15th to 21st), the McDonald’s in the UK decided to remove the classic smiles from Happy Meal boxes as part of its new campaign to encourage open conversations about feelings and emotions between family members,
The ‘The Meal’ campaign, in addition to removing the word “Happy” (in translation, “Happy”) from the name ‘Happy Meal’, the original name of McLanche Feliz, reflects the change in the way companies address issues around mental health.
Check out the ad below:
In the video, developed by the Ready10 agency, the fast food encourages children to express themselves openly about their feelings, reinforcing the importance of talking to them about emotional aspects of life.
In addition, McDonald’s has also partnered with the BBC’s Children in Need (a British program that raises funds for children and young people and supports local charities and projects) to create an online hub designed to encourage candid conversations with children about emotional well-being.
Although this is an ethical and pertinent attitude, which will impact spectators positively, some data from Kantar Marketplace show that this little ad will increase the chain’s sales fast food.
Datasheet
Head of Communications and Consumer Partnerships: Louise Page
Communities and Partnerships Manager: Melodie Richards
Consumer Public Relations Manager: Charlie Madsen-Pilcher
Communication Agency: Ready10
Managing Director: David Fraser
Managing Partner: Kate Addy
Campaign Leader: Tom Stroud
Director: Laura Coleman
Senior Creative Strategist: Dana Hanna
Director of Social and Digital Accounts: Nader Ghahreman
Account Director: Francesca Martin
Managing Accounts: Immy Omole
Account Executives: Sophie Donne, Chloe Phillips
Designer: Aman Malhi
Creative Agency: Leo Burnett
Creative Director: Mark Elwood
Executive Creative Directors: Andrew Long, James Millers
Senior Creatives: Helen Rogerson, Owen Hunter Jenkins
Creative Director: Hayley Power
Creative Design Director: David Allen
Designers: Danny Flint, Charlie Crosthwaite
Motion Design Director: Carmen Perez
Motion Designer: Milan Mezi
Project Director: Siobhan Mulcahy
Agency TV Producer: Georgia Morris
Deputy Director of Strategy: Tom Sussman
Planner: Hamish Cameron
Business Leader: Steph Bates
Account Director: Charlotte Crawley
Senior Account Manager: Sian Davidson
Account Manager: Brittony Kelly
Producer: Rogue Films
Producer: Fred Bonham-Carter
Director: Jake Mavity
Editor: Flaura Atkinson
Post-production company: Stich Editing (offline), Black Kite (online and animation)
Audio Post Production Company: Sine Audio
Child Psychologist: Dr. Maryhan
Media Agency: OMD UK
CRM: Armadillo
*With information from The Drum
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