McDonald's - A Day Offline (2012)

- Leo Burnett MENA - McDonald’s is and always has been a family restaurant. In order to connect with families beyond just food we wanted to bring the importance of uninterrupted family time to the forefront and create real opportunities for families to spend quality time together. So, we created a day. One day without mobiles, emails or TVs. A day dedicated to reconnecting with family – September 28. A Day Offline. Research showed 660,000 participated on the day. Additionally, PR coverage in 50+ blogs and 85 published articles extended awareness beyond the 1.79 million reached through Facebook. A month prior to the day, we started a conversation on our Facebook blog, highlighting the issue daily with content posted by leading authorities, including psychologists, teachers, and sociologists. People could share the content, suggest things to do on the day using our word cloud, and wear a Twibbon to show their support. As our print presence grew, bloggers fueled the growing debate online. On the day itself, we went into digital silence and handed out 250,000 phone vaults to lock away mobile phones for the day. Suggestions from the word cloud were converted into regional in-mall and in-store activities.

2013
Advertising, Creative Direction

“A Day Offline” is all about switching off our gadgets and spending quality time with our families.
We wanted to give kids a tool that would help them remind their parents and get them to put away
their mobiles on the day. We created the Phone Vault, a small pouch used to seal in mobile phones,
and gave it out for free at our stores. No phones around means more quality time together.

“A Day Offline” is all about switching off our gadgets and spending quality time with our families.
Rather than just speaking about the cause with parents, we enlisted the help of their kids to spread the message.
We distributed a wishlist of fun family activities with every Happy Meal. Kids got excited about the day and shared
their choice of activities with their parents. Excited kids translated to more family time.
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