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Category
Packaging / Specialty
Annual ID
OS22_DE039B
About the Work
Background:
2% of India’s population is disabled, that’s nearly 27 million people - more than the entire population of Australia. 27 million individuals who are routinely left out of marketing efforts, national initiatives and even the most basic experiences, because of our deep-set apathy towards the disabled. Disability is an invisible problem in India, with the government and most companies doing the bare minimum.
As McDonald’s, our mission was to ‘Make Delicious Feel-Good Moments Easy for Everyone’. But when we discussed disability, we somehow only fixated on the easy i.e., access and not feel-good experience.
Strategy:
For most, eating a burger has been a very familiar experience. In pop culture and even in everyday life, the two-hand hold became an iconic code for burger eating.
But for people with limited upper limb mobility, eating their favourite burger often meant loss of dignity and independence, and a whole lot of embarrassment. Our research revealed that instead of being able to focus on the taste, they worried about making a mess or looking clumsy in a restaurant.
Execution & Impact:
We announced EatQual initiative and packaging on 3rd December 2020, International Day of Persons with Disabilities, as a promise to make the experience of eating a burger equal for everyone, via press release and social media.
In-store events were organised in three cities: Mumbai, Pune & Chennai; where children with disabilities were invited to enjoy our burgers with the new packaging.
On social media, we collaborated with influencers from the differently abled community like Deepa Malik - a Paralympic winner, Suyash Jadhav - Indian Para Swimmer and Dhaval Khatri - a differently abled painter.
And today, we have EatQual packs available across our stores, for anyone who might need them.
2% of India’s population is disabled, that’s nearly 27 million people - more than the entire population of Australia. 27 million individuals who are routinely left out of marketing efforts, national initiatives and even the most basic experiences, because of our deep-set apathy towards the disabled. Disability is an invisible problem in India, with the government and most companies doing the bare minimum.
As McDonald’s, our mission was to ‘Make Delicious Feel-Good Moments Easy for Everyone’. But when we discussed disability, we somehow only fixated on the easy i.e., access and not feel-good experience.
Strategy:
For most, eating a burger has been a very familiar experience. In pop culture and even in everyday life, the two-hand hold became an iconic code for burger eating.
But for people with limited upper limb mobility, eating their favourite burger often meant loss of dignity and independence, and a whole lot of embarrassment. Our research revealed that instead of being able to focus on the taste, they worried about making a mess or looking clumsy in a restaurant.
Execution & Impact:
We announced EatQual initiative and packaging on 3rd December 2020, International Day of Persons with Disabilities, as a promise to make the experience of eating a burger equal for everyone, via press release and social media.
In-store events were organised in three cities: Mumbai, Pune & Chennai; where children with disabilities were invited to enjoy our burgers with the new packaging.
On social media, we collaborated with influencers from the differently abled community like Deepa Malik - a Paralympic winner, Suyash Jadhav - Indian Para Swimmer and Dhaval Khatri - a differently abled painter.
And today, we have EatQual packs available across our stores, for anyone who might need them.
2022 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
DDB Mudra Group / Mumbai
Production Company
Vanilla Films / Mumbai
Chief Creative Officer
Rahul Mathew
Director
Harshik Suraiya
Director of Photography
Vishal Sane
Group Creative Director
Harshada Menon
Shruti Parulekar
Siddhesh Khatavkar
Vilsen Gonsalves
Vivek Bhatia
Photographer
Avadhut Hembade
Sunil Naik
Strategist
Somdatta
Senior Art Director
Aishwarya Likhite
Roy Sebastian
Associate Creative Partner
Urja Patel
Associate Vice President
Murli Krishnan
Brand Director
Debjani Roychoudhury
Business Head (West), 22Feet Tribal WW
Gaurav Magotra
Client Solution Associate
Bunsi Issar
Copy Group Head
Rahul Sharma
Creative Head West
Ashish Phatak
Shagun Seda
Executive Brand Solutions
Anchal Bhojwani
Film Executive
Jay Gaikwad
GROUP CEO & MANAGING DIRECTOR
Aditya Kanthy
Group Creative Partner
Asha Deora
Managing Partner (West)
Anurag Tandon
Production
Kashif Memon
Production Head
Hrushikesh Inamdar
Senior Client Solutions Partner
Sonali Savla
Senior Strategist
Jaiprakash Tekwani
Vice President - Strategy
Mehak Jaini
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