MANDAUE CITY – How hard did you study when you were in school? Did you study despite facing difficult circumstances? Did you study at night even when there was little light in your area? Has anyone done something for you that completely changed your life in ways you didn’t expect? The story of young Daniel Cabrera is that of a boy whose love for studying was caught in a picture, and his life was never the same.
A new online film from Leo Burnett Manila titled ‘The Boy Who Loves to Study’ chronicles the story of Daniel and his mother, Cristina. Cristina relays their story in Bisaya while English subtitles flash onscreen. Despite living in poverty in Subangdaku, Mandaue City in Cebu, Daniel enjoys going to school, wants to help his family, and be a policeman when he grows up. At 7pm every night, Daniel would go to the nearby McDonald’s so that he could study by its bright light.
The story then shifts to the perspective of MedTech student Joyce Torrefranca. While studying one night, she and her classmates decided to order take-out from McDonald’s. Joyce noticed a boy studying by the McDonald’s sign and she told her friend that she felt sorry for the kid. She then took a picture of the boy, Daniel, and posted it on Facebook on June 23, 2015 with the caption, “I got inspired by a kid. <3”
Not expecting people to be moved by this photo or for it to go viral, Joyce was shocked by what followed. The ad then showed the number of shares and likes increasing, then showed headlines of Daniel’s story going viral worldwide.
Cristina too was shocked when offers of help for Daniel poured in. She then shared that Daniel received an allowance from McDonald’s that will last until he reaches high school. Cristina noted that she and her son had not seen Joyce in over a year, but that they really wanted to thank her for the attention her photo generated.
As the scene shifts back to Joyce being interviewed, she is surprised when a door beside her opens to reveal Daniel and Cristina. With tears of joy pouring down her face and as they begin to share a McDonald’s McShare Box, Joyce says she is happy to be reunited with Daniel while noting that the world would be better if people help other people even if they don’t receive anything in return.
The film ends by saying that Daniel is now in third grade and in the Top 10 in his class. Meanwhile, Joyce graduated from college and went back to her hometown in Leyte.
ADVERTISER: McDonald’s Philippines
Margot Torres – EVP & Deputy Managing Director
Christina Lao – Marketing Director
Ada Almendras – Senior Product Manager
Roan Tanafranca – Assistant Product Manager
AGENCY: Leo Burnett Manila
Accounts
Donny Dingcong – AVP Account Management Director
Judy Medina – Group Account Director
Maik Alturas – Account Director
Mary Pahati – Senior Account Executive
Creatives
Raoul Panes – Chief Creative Officer
Mela Advincula – Creative Director
Keena Jauregui – Team Head
Spiro Barroga – Senior Art Director
Sara Sarmiento – Art Director
PRODUCTION
Slingshot Manila: Steve Vesagas, Tria Sordan – Producers
Paolo Villaluna – Director
Filmex – Production House
Melanie Valero – Editor
Concon Limbo-Deray – Executive Producer
Hit Productions – Audio House
Teddy Katigbak – Arranger
Optima – Post Production House
