We wanted to do something bigger than make just a hamburger with another burger brand in one U.S. location; we wanted to make a global difference instead.

The idea was to highlight real problem, the refugees and their plight, their basic human need for food. We brought this to life through transformative illustration, design and animation to be used across PR, advertising, social media and press.

The effort was to be completely branded for the cause, the WFP, and completely unbranded by those creating it: McDonald’s.

Through design and animation created with the help of illustrator Noma Barr, and the voice of Liam Neeson (and 26 other talented actors) we created a suite of peace assets and messaging for use across 27 languages in 38 countries around the world.

• Timeline

From concept to live across 38 markets, a staggering 3 weeks, from start to live.

• Placement

PR, News press, TV, Digital Video, Social and Online

• Scale

The campaign was live 27 languages across 38 countries around the world.

Positive coverage of McDonald’s effort to benefit WFP in more than 450 outlets with a net reach of 292MM people.

- Total social efforts reached approximately 207MM with overall sentiment 97% positive*

- Facebook promotion garnered 12.2 million impressions with 1.3 million video views

- YouTube True View resulted in 40.5MM impressions resulting in total of 6.3MM video views – highest ever for WFP content and also resulted in second highest traffic to WFP home page.

- In China we partnered with YoukuTudou and Tencent which delivered 79 million impressions and reached 9.67% of the internet population in China.

- The New York Times ran a lengthy, positive story quoting Steve Easterbrook and Jay Aldous of WFP.

- Reuters ran a factual, straight-forward piece. Also ran on Yahoo! Finance and several other outlets.

- Other major outlets covering the story include USA TODAY, Time.com, and CNNMoney. Fortune also ran the Time.com story.