AwardsPress Release

Leo Burnett and McDonald’s strengthen partnership with winning streak at the APAC Effie Awards

MANILA, PHILIPPINES – Publicis Groupe Philippines’ creative agency Leo Burnett Manila won a Gold and two Silvers at the Asia-Pacific Effie Awards 2022 for its innovative campaign for fast food giant McDonald’s Philippines.

The campaign dubbed “McDonald’s Classroom” transformed unused party rooms into lively classrooms to help teachers and students struggling with distance learning all over the Philippines at the height of the Covid pandemic.

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Piloted in 2020, the McDonald’s Classroom project expanded into 249 locations all over the country in 2021. The McDonald’s Classroom helped redefine the brand experience in the new normal, and significantly enhanced brand reputation as well as uplifted the Filipinos’ trust in the company.

The Asia Pacific Effie Awards honors the region’s most outstanding marketing communication works that lead, inspire, and champion practices of marketing effectiveness excellence in the Asia Pacific region.

With the APAC EFFIES trophies are from left to right: Judy Medina, Leo Burnet Manila Head of Account Management; Margot Torres, McDonald’s Philippines Managing Director; Eugene Lee, McDonald’s Regional Chief Marketing Officer for Asia; and Raoul Panes, Publicis Groupe Philippines and Leo Burnett Manila Chief Creative Officer.

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