MANILA, PHILIPPINES — Fast food giant McDonald’s has released a visual ode to the lengths that parents will go to in order to bond with their children and share a special moment of happiness with them – a sentiment McDonald’s has understood and celebrated for decades.
Called “Happy Moments,” the campaign is jointly created by Leo Burnett Dubai and Leo Burnett Manila.
Oliver Rabatan, AVP, marketing and channels lead at McDonald’s Philippines, said, “For over 40 years, McDonald’s Happy Meal has been an ally to generations of parents seeking to share happy moments with their children. As a brand, celebrating our role as the home of happy family moments is a theme we keep returning to. Our latest installment pays special tribute to devoted dads in the lead up to Father’s Day.”
Kalpesh Patankar, Leo Burnett Dubai Chief Creative Officer added, “There often lies something extraordinary in the most simple, everyday moments. We wanted to capture the charming joyfulness of life’s most cherished moments by simply showing a parent and child on their way back home from McDonald’s. Real streets and authentic photography become the backdrop for truly happy moments captured in the most understated way, as though through the lens of a passer-by.”
“Happy Moments” was photographed by Madrid-based Ale Burset.
“Thanks to our Power of One model, this has been an amazing collaboration across borders. With Ale’s candid, unpolished treatment, we have created a campaign that feels uniquely understated for this market. Together with McDonald’s Philippines, we look forward to celebrating life’s moments of happiness for many years to come,” said Raoul Panes, chief creative officer at Leo Burnett Manila.
“Happy Moments” is now running in print and point-of-sale during the lead-up to Father’s Day on June 19.