McDonald’s
DONA

The best medium was already there. We just had to turn off five letters.

Every McDonald's restaurant has a sign. On McHappy Day — the one day a year when 100% of Big Mac sales go to the Ronald McDonald Children's Foundation — we used that sign to carry the message. Switch off five letters and McDonald's becomes DONA. No media buy. No new format. Just the brand's own infrastructure, repurposed to ask for something.

Influencers amplified the action across social media. The result: over €485,000 raised — a new all-time record for the Foundation.

Awards: Silver at El Sol (Media). Silver at Impacta (Best Idea of the Year).