MANILA, PHILIPPINES — Spikes Asia, Asia-Pacific’s most prestigious creative communications award, announced on March 1 the winners of Spike Asia Awards 2021 with Leo Burnett Manila winning two Bronze Spikes in the Brand Experience and Activation category for its McClassroom work. The awards were for Breakthrough on a Budget and the Corporate Purpose & Social Responsibility categories. The agency also notched a shortlist for the same work under Market Disruption. The McClassroom project involved the transformation of McDonald’s idle party rooms into classrooms – work areas for teachers who needed quiet, sanitized spaces with internet connection to conduct virtual classes.
It may be recalled that as the lockdown due to the Covid-19 pandemic dragged on in the Philippines, the school year opened in October 2020 to the reality of distance learning which everyone was ill-prepared for. What made it even more difficult for Filipino teachers were their cramped conditions at home, and the inadequate internet coverage in many parts of the country.
With McClassroom, teachers were provided free WiFi and free McCafe coffee for a much-needed boost. Over 220 McClassrooms were opened all over the country, coinciding with the observance of National Teacher’s Month in October. It was also adapted by McDonald’s Indonesia last November. “Getting recognition from our peers for our campaigns with Leo Burnett motivates all of us to work even harder every day. While we serve our local market with passion, we continuously strive for excellence on a global level.” Oliver Rabatan, McDonald’s Philippines Marketing Director noted.
The Spikes Asia recognition continues Leo Burnett Manila’s recent wins for McDonald’s. Margot Torres, McDonald’s Managing Director remarked, “The pandemic has been challenging for our business and I am extremely proud of our team’s creativity to ensure the continuing resonance of McDonald’s brand of service in our communities. McClassroom is a testament to that,”. The agency’s Mother’s Day film won the Grand Prix in the brand’s global Feel-Good Marketing Awards in Chicago last December. Leo Burnett also racked up multiple metals including the Grand PANAta Award for McDonald’s in the 2020 PANAta Awards of the Philippine Association of National Advertisers.
