McDonald's Launches Anti-Hunger Ad for the UN's World Food Programme on Peace Day

McDonald's apparently had its own plans for Peace Day. After turning down Burger King's elaborate offer to collaborate on a McWhopper, McDonald's created a 30-second spot—which carries no McDonald's branding—to drive support to the United Nations' World Food Programme. The spot, "Symbols," created by TBWA\Chiat\Day in New York, is part of the one-day campaign, which is meant to showcase how consumers can make a difference and support refugees and displaced people who are struggling to feed their families. The campaign is a combined effort "championed first by McDonald's," says a press release, and supported by companies include Burger King, Cargill, DreamWorks Animation, Facebook, Google, MasterCard, McCain Foods, McDonald's, OMD, Twitter, TBWA and United Airlines. "If anyone can help an international effort to help feed refugees and the fight against hunger, it's us," Steve Easterbrook said in a statement to USA Today. The commercial, with a voiceover by Liam Neeson and visuals by graphic artist Noma Bar, is meant to highlight how war and hunger are connected as well as "the magnitude of current needs and how a donation to WFP can make a difference." McDonald's is donating media in 38 countries for the spot and putting it on all of its social channels. Many of the companies involved have also uploaded the artwork associated with the campaign to their social media pages to boost awareness of the campaign that way. "The private sector has a significant role to play in ending hunger and promoting peace," Jay Aldous, WFP director of private sector partnerships, said in a statement. "This global effort is a powerful example of brands coming together with one voice to make a tangible impact in the lives of vulnerable people." The WFP's emergency response fund will use the money raised by this effort to help its most critical operations, like those in Syria, Iraq, South Sudan and Yemen. Further information was not immediately available, reps for McDonald's and WFP did not immediately respond to Adweek's requests for comment. Burger King, meanwhile, went ahead with its post-McWhopper plan to partner with four other chains on a Peace Day Burger, available today. Who's hungry for peace? #PeaceDayBurger #21Sept pic.twitter.com/GV4yCBN0Kq — Burger King (@BurgerKing) September 19, 2015 CREDITS Spot: "Symbols" for World Peace Day World Food Programme: Director: Tyler Guthrie McDonald's CEO: Steve Easterbrook CMO: Silvia Lagnado Senior Director, Global Brand Development: Matt Biespiel Artist: Noma Bar Narrator: Liam Neeson Animator: Ale Accini Agency: TBWA\Chiat\Day New York Rob Schwartz – Creative Director Melatan Riden – Art/Design Director Daniel Sanders – Copywriter Mike Malz – Designer Anastasia Garcia – Social Content Manager Kiyotaka Sumiyoshi – Motion Graphics Designer Chad Hopenwasser – Head of Integrated Production Jason Souter – Group Executive Producer Dan Bradbury – Integrated Producer Katie Porter – Senior Producer Brittni Phillips – Production Associate Olivia Whyte – Associate Producer Debra Horvath – Head of Business Affairs Jean-Marie Prenaud – President, International Accounts Aki Spicer – Head of Digital Strategy and Content Planning Edward Rogers – Account Director Music: Elias Arts Track Title: "The Promise of Peace" Executive Producer: Joey Netter Creative Director: Eric Ronick Producer: Matt Phenix Composer: John Kaefer Audio Mix: Heard City Executive Producer:Gloria Pitagorsky Producers: Sasha Awn, Talia Rodgers Audio Mixers: Evan Mangiamele, Dan Flosdorf, Jeremy Siegel

Brand Marketing

McDonald's Launches Anti-Hunger Ad for the UN's World Food Programme on Peace Day

Burger King is on board, too, despite McWhopper failure

Kristina Monllos

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Kristina Monllos