Leo Burnett Manila Revisits Boy Who Studied by McDonald’s Light
Over a year ago, Daniel Cabrera, a homeless 9-year old boy, was photographed doing his homework by the light of a McDonald’s store in the Philippines. Joyce Torrefranca, a Medical Technology student, took that photo when she was taking a break from a night of studying. Incredibly touched and inspired by the boy’s dedication to his studies despite his circumstances, she uploaded the photo on her Facebook page. Before long, her post went viral online. Financial aid and other donations from all over the world poured in for the boy, helping his life take a turn for the better.
The new film by Leo Burnett Manila and Filmex Production recollects that fateful night through Joyce. It also retells the dire straits Daniel’s family was in and his perseverance to finish school so he can become a policeman, as told by his mother. A poignant reunion between Daniel and Joyce ensues over a simple meal.
In a Catholic country which has one of the longest Christmas seasons in the world with a deluge of Christmas advertisements during the period, the film resonates loudly, even without the Yuletide trappings, for its timely message of love and compassion. Inspired parents, teachers and students have also responded positively for its affirmation of the value of education. The film is rapidly gaining views on McDonald’s Philippines Facebook and YouTube pages. 48 hours following its launch, the film has over 1.8 million views, 94K likes, 25K shares and 2.2K comments which are overwhelmingly positive on Facebook. At the same time, it garnered over 1.2 million views on YouTube.
Creative Agency: Leo Burnett Manila
Creative Director: Mela Advincula
Art Director: Sara Sarmiento
Chief Creative Officer: Raoul Panes
Group Account Director: Judy Medina
Senior Art Director: Spiro Barroga
Senior Account Executive: Mary Pahati
Account Manager: Donny Dingcong
Account Director: Maik Alturas
Production Company: Slingshot Manila
Executive Producer: Concon Limbo-Deray
Director: Paolo Villaluna
Producer: Steve Vesagas, Tria Sordan
Edit Company: Melanie Valero
Post Production / VFX
Post Production Company: Optima
Composer: Teddy Katigbak
Audio Post Production: Hit Productions
Category: Fast food , Retail and restaurants