Case History Database

McHappy Day is one of Australia‟s longest standing charity fundraisers but by 2008 had become a cause stuck without an idea. In a dire economic climate, amid charity fatigue and with 16.4% less media spend, we proved that the power of emotion could not only move Australians out of apathy into action but prompt them to donate a 19 year record high of $2.46m. By shifting the conversation with people from “head” to “heart” we changed the frame of reference from financial donation to emotional contribution. As a result we achieved a 31.6% YOY growth in donations and a 57.4% increase in ROI to produce the most successful McHappy Day ever.

	Co-Author and Senior Planner		Dan Pankraz		DDB
	Executive Creative Director		Matt Eastwood		DDB
	Creative Director		Adam Rose		DDB
	Creative Team		Adam Ledbury and Alex Stainton		DDB
	Business Management		Sarah Trickey and Georgina Gooley		DDB
	Producers		Claire Seffin and Warwick Boulter		DDB and Film Graphics Production
	Director		Jonathan Nyquist		Film Graphics Production
	Music		Turning Studios
	Post Production		Postmodern
	Co-Author and Planning Director		Caroline Ghatt		phdcreative
	Art Director		Ben Angus		phdcreative
	Business Management		Amy Partridge		phdcreative
	Production		Karin McDonald		phdcreative
	Digital Creative		David Bourke		phdcreative
	Media Agency		OMD
	PR		PPR
	Premiums & Merchandise		Creata
	Brand Manager		Michael Pires		McDonald’s Australia
	Corporate Communications Manager		Bronwyn Stubbs		McDonald’s Australia
	Senior Brand & Strategy Manager		Shamini Nair		McDonald’s Australia