Cannes Lions

The Boat

LEO BURNETT GROUP MANILA, Makati City / MCDONALD'S / 2016

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Film

Overview

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Credits

Overview

Description

McDonald’s believes that everybody should be able to enjoy a good breakfast on National Breakfast Day. But there are those who have to get up for work so early in the morning that they skip breakfast entirely—just like the humble fisherman. In the archipelagic country that is the Philippines, thousands of people earn their livelihood from the vast sea that surround their domiciles. They are typically at sea from 2 to 6 AM, fishing in their humble boats.

So we brought National Breakfast Day to hardworking fishermen. A specially designed boat with the iconic McDonald’s pylon headed out into deep waters early in the morning to bring good cheer to fishermen through warm McDonald’s breakfast meals. The act was captured on film and posted on social media to amplify National Breakfast Day.

Execution

The film unfolds as a documentary on Filipino fishermen in the wee hours of the morning.

Supers appear: WHILE YOU’RE ASLEEP, THEY’RE ALREADY UP.

Fishermen talk about the challenges of their trade, how tough working very early in the morning is out at sea, to the point of even skipping breakfast.

We see the fishermen casting and reeling nets, waiting for their catch of the day.

To their surprise, a boat with a glowing McDonald’s pylon makes its way in the dark towards them. As the McDonald’s boat makes contact, the crew on-board starts giving out McMuffin breakfast sandwiches and coffee to the fishermen.

The film closes with the fishermen enjoying their McDonald’s breakfast.

Supers appear: IN THE EARLY MORNINGS OF MARCH 2016, McDONALD’S GAVE BREAKFAST TO 40,000 FISHERMEN, TEACHERS, FARMERS, AND OTHER WORKERS.

This film was released online in the evening of March 14th 2016 to cap National BreakfastDay.

Outcome

4 million video views and counting

4.1 million social reactions

25 million impressions

99% positive sentiment

19.5 million netizens reached

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