Cannes Lions
UNIVERSAL McCANN , Sydney / MCDONALD'S / 2003
Overview
Entries
Credits
Execution
The media team saw the potential for a community charity event, Bush to Beach, to have a major impact on McDonald's above the line communication. The team turned what was going to be an event affecting hundreds of people into a mass communication programme that touched hundreds of thousands of people.The team planned, negotiated and implemented the mass communication campaign that encompassed Community Service Announcements, PR during the event and a 30-minute documentary aired two weeks later.
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