DDB helps McDonald’s share the warmth of Ramadan

The Opportunity

Ramadan is a special month for Muslims around the world.

Here in Singapore, in our multi-racial, multi-cultural society, McDonald’s wanted to share the warmth of the season with everyone – the humanity in our diversity.

The Insight

Singaporeans Muslims are a busy lot, even and especially during Ramadan.

So, when it comes to breaking fast, it’s a really a nice gesture when someone shares their food. Especially when that someone is a non-Muslim, it becomes a ‘wow’ moment of grace, gratitude and sharing.

The Execution

We created a television spot that brings us up close and personal in the everyday life of an iconic character – the McDonald’s McDelivery Rider.

The camera follows a McDonald’s delivery rider during a day in the month of Ramadan, as he makes deliveries, overcomes difficulties and even helps a man whose car has broken down. We see his dedication, his struggles and his perseverance as he rises to the call of duty and his faith.

As he makes his final McDelivery to end a long, hard day, something truly special happens. We witness the touch of humanity, grace and goodness – man to man, brother to brother.

Watch the film and see for yourself.

The Results

It was picked up by Buzzfeed, Business Insider, The Straits Times, Berita Harian and went viral internationally. From Belgium to Germany to India and even as far as Utah, netizens raved about the spot. The YouTube spot was viewed more than 256,000 times.

The Sunday Times even paid a special tribute to it. The spot was trending at #6 in Singapore YouTube, hot on the heels of BTS and Jay Chou MVs.

It’s what the McDonald’s Happy Sharing Box is made for.