McDonald's pay tribute to hardworking Filipinos with a breakfast at sea activated by Leo Burnett

Makks breakkie at sea.jpgThe Philippines is an island of over 7,100 islands. It's not surprising then that a lot of Filipinos earn a living by fishing. Fishermen head out to sea as early as 2AM and spend hours on their boats waiting for their catch, sometimes foregoing the day's most important meal -- breakfast.

One early morning in March this year, McDonald's Philippines set out to delight fishermen in the middle of the sea. A specially designed McDonald's boat braved the darkness and the waters as it went to them with free breakfast of warm McMuffins and hot coffee. The unique act was captured on film and posted online where it elicited thousands of positive reactions and shares.

VIEW THE FILM
Makkas brkkie at sea 2.jpgTo date, the film has a accumulated almost 4 million views on McDonald's Philippines' facebook and twitter pages.

The activation by Leo Burnett Manila was part of the 4th National Breakfast Day celebration in the country where McDonald's gave away over 400,000 McMuffins in its stores. And for people, like the fishermen in the film, who couldn't go to the stores because of their early morning work, McDonald's gave away another 40,000 McMuffin breakfast sandwiches during the month. Early risers like farmers, school teachers, security guards and street sweepers all over the Philippines enjoyed the treat.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.