Ronald McDonald House Olympic Kids
Client: McDonald's Canada
Agency: Tribal Worldwide
The Brief: Highlight the association between McDonald’s, Ronald McDonald House Canada, and the Olympics, by sharing the stories of five RMHC alumni selected to attend the 2016 Olympics in Rio de Janeiro.
And do it without a production budget.
We introduced the five selected kids via short home movies. It was my job to turn their parents into multimedia journalists. I created a package of detailed shot lists, location suggestions, questions tailored to each family, and tips for getting natural performances out of their children (and decent footage out of their smartphones).
The result was five distinctly inspiring stories, showcasing the personalities of five very deserving (and excited) kids. I framed these with social copy and in-store tray liner copy that provided context for their victories, and how RMHC helped their families.
Kailah has come a long way, and she’s about to go even farther: McDonald’s is sending her to the Rio 2016 Olympic Games for the trip of a lifetime!
Tray liner copy:
Kailah isn’t competing for medals, but she’s already a Rio 2016 success story. Just a newborn when she got seriously ill and entered the NICU, her parents stayed at Ronald McDonald House to be close to their daughter in Hamilton. Doctors diagnosed Kailah with a metabolic disorder, which today is under control. She’s come a long way, and is excited to take her first-ever plane trip all the way to Rio to make new friends from around the globe.