How McDonald's Russia Created a Truly Unskippable Pre-Roll Amidst Covid-19

​In 2020 when Covid-19 started to spread in Russia and there were still no hand hygiene campaign on air, Leo Burnett Moscow and McDonald's launched a timely campaign about the importance of hand washing during the Covid-19 pandemic. A 20-second spot showing hand washing was creatively inserted into pre-roll slots with a simple message that 'hand washing mustn't be skipped'.

The spot garnered over 120 million views within a week of its launch where over 75million viewers watched it to the end. With over 500 million media reach, McDonald's Russia improved its position and ratings in brand ratings and brand trust. The campaign also became the 3rd most noticeable during the pandemic in Russia.