Seizing McDonald’s “I’m lovin 24: 24 gifts of joy, 24 cities, 24 hours” campaign, which offered the chance to obtain 24 free breakfasts to those who showed up in pyjamas by its restaurants on March, 24th 2015, the agency decided to turn a commercial initiative into a charity operation.

The creative team wanted to help those who, everyday, are compelled to look for meals out of home: homeless people. The initiative was carried out thanks to the collaboration of a no-profit house of charity, called Casa Santa Luisa il “24”, and an overwhelming nun, Margherita. So they all showed up in pyjamas and queued for free croissants, cappuccinos and tickets, in order to deliver fresh breakfasts to homeless people around the block and to donate the tickets to the nun’s house of charity.

The chain’s “24 gifts of joy” claim actually took shape and became a concrete gesture that also represents the 24/7 commitment of Casa Santa Luisa “il 24”. Sister Margherita’s charisma involved even the standing people, who then were willing to give away their tickets, letting us to collect extra breakfasts.

This “real-time activation” - on behalf of a not for profit organization - warmed the wake-ups of more than 1000 homeless and registered a huge offline impact (lots of people at the event were willing to donate their tickets) as well as huge buzz on social media.

As soon as the news of the opportunity to get free breakfasts and tickets was released, the agency came up with the idea and quickly contacted “Casa Luisa il 24” in order to collaborate for such initiative.

The timeframe to plan and implement the project was not much, but enough to design a “to-do-list” structure to be followed. The team and the nun met in front of the restaurant in Turin (Italy) at 8 a.m. on March 24th and queued for the breakfasts.

Meanwhile, the nun and the Creative Director wandered around asking for extra tickets. As soon as the team collected the breakfasts and the tickets, they all started to walk around the area, willing to deliver warm croissants and hot beverages to the homeless. A video was shot and then seeded on social media with the help of online influencers.

The most important aim the agency wanted to highlight was to lift up people’s consciousness and awareness of the fact that a friendly and charitable gesture can be meaningful and can light up a smile into unlucky people’s day.

Today, the agency registers more than 1,400,000 people reached across Facebook; the video was seen by more than 500k users and liked, commented and shared by more than 40k people.

Consequently, the video caught the attention of famous Italian newspapers that shared the video on their online platform and the house of charity increased its fan base of 23%. Last but definitely not least, more than 1000 breakfast were delivered to homeless people in Turin