Situation:

Recently, McDonald's opened a new restaurant in Valledupar, one of the hottest cities in Colombia. Due to its extremely hot climate throughout the year, the city has a high energy consumption. Additionally, a high percentage of the population still uses traditional tungsten light bulbs, resulting in a high negative impact due to their composition and energy consumption, as they heat up to over 2,000 degrees Celsius, 10 times more than an LED lightbulb, leading to significant environmental impact and energy deficiencies for the city.

Brief:

Develop a strategy to enhance McDonald´s environmental consciousness and community commitment while reinforcing the playful brand personality.

Objective:

1.⁠ ⁠Demonstrate the brand´s commitment to the environment through tangible actions.

2. Showcase the brand´s commitment to the community.

By integrating these efforts seamlessly into its marketing campaigns and customer interactions, McDonald's reinforced its playful brand personality while championing meaningful environmental and social initiatives.

McDonald’s uses one of its most important assets, its iconic Ice Cream, to create the first LED lightbulb in its shape: The Coolest Lightbulb. An innovative design crafted with eco-friendly materials, reducing energy consumption, and providing less heat compared to tungsten bulbs. A perfect idea for the population of Valledupar, Colombia, that lives with an average temperature of 36°C and invite its community to join the change and demonstrate that small actions like changing a light bulb can make a big difference and reduce energy impact.

This design initiative not only promoted exchange-for-purchase experiences in restaurants and high-traffic areas through brigades but also minimizes environmental impact while inspiring to enhance household comfort, all while reinforcing the brand's playful personality.

Target: Families and young people from Valledupar, who expect brands to take a stance on the issues they face as a community.

Approach: In Valledupar, high temperatures have been a challenge for the community, who were not aware of the real problem. Despite their obsolescence, many were still using tungsten bulbs, which heated to over 2000°C and wasted energy.

With “Change a little, change a lot,” we aimed to inspire the necessary change. Surprisingly, a large part of the population was still using these old bulbs, which had a negative impact on the environment and energy consumption.

Our mission: to change mindsets by showing that helping the environment is an easy task. Starting with simple actions such as switching to LED bulbs not only reduces heat but also saves energy, contributing significantly to positive change.

The initiative implementation spanned 2 months, commencing with the production of light bulbs crafted from 100% eco-friendly materials. Subsequently, activation teams distributed them in influential areas and high-traffic points in Valledupar, and our crew members gave the bulb to our customers when they purchased a vanila ice Cream. Ultimately, the initiative gained momentum and scale through social media content, environmental awareness events, and the exchange of tungsten bulbs for McDonald’s cooling cones in neighborhoods.

80% reduction in energy consumption

63% reduction in electronic waste

Free Press