Leo Burnett Moscow's “A Ring to Bring Them Closer”

Leo Burnett Moscow developed “A Ring to Bring Them Closer” for McDonald’s to raise funds for the House for Moms near the children’s hospital in Kazan (Tatarstan). The house will allow children who undergo protracted courses of therapy to spend more time with the ones they love.

 

The effort explored Soviet Union’s tradition of children creating wire rings for their loved ones. To bring this memory back, Leo Burnett asked a group of children from the Kazan hospital to weave wire rings for the people they miss. Their designs were replicated in a half a million rings which were sold at McDonald's restaurants all over Russia. The act of charity was supported through TV, online and outdoor advertising.

The campaign resulted in the most successful charity act of McDonald's in Russia - 505,200 rings were sold in just 20 days. The effort raised more than $500 000 for the House of Moms, which will be completed in July 2013.

 

Campaign Credits:

Agency: Leo Burnett Moscow

Executive Creative Director: Mikhail Kudashkin

Creative Director: Natalia Smelova

Art Director: Zoya Ryabinina

Copywriter: Margarita Kasimova

Designer: Assia Bukhnina

Senior Strategic Planner: Anna Malikina

Design Studio Creative Director: Dmitry Yakovlev

DTP Operator: Andrey Smirnov

Retoucher: Alexey Vinogradov

Group Account Director: Oxana Shevchenko

Account Manager: Eugenie Karpenkova

Junior Account Manager: Tatiana Kazashova

Producer: Yulia Lartseva

Interactive Creative Director: Roman Pavlenko

Head of Production Department: Irina Novikova

Senior Digital Producer: Pavel Kuzmin

Junior Digital Producer: Andrey Puchkov

Production Manager: Baira Antonova

Print Production Manager: Vladimir Ivanov

 

Client: McDonald’s

Vice-President Marketing & PR: Sergey Dochkin

Marketing Director: Elena Kovaleva

Marketing Manager: Andrey Lyubeznov

PR Director: Svetlana Polyakova

Senior PR Manager: Oksana Belaychuk

Charity programs Manager: Ekaterina Myslitskaya

 

Production: Dago Film 

Producer: Lubov Kuznetsova

Director: Natalya Malgina

Composer: Ruslan Muratov