"The Big Hack" Join the Hack to Help Save Peruvian Children

Nov. 21, 2024

Publicis Peru, one of the most renowned agencies in the industry, has brought to life “The Big Hack,” a campaign that amplifies the voices and creativity of children and young people across all McDonald’s ads to promote Gran Día, a day of solidarity in which 100% of Big Mac sales are directed to helping Ronald McDonald House and SOS Children’s Villages Peru.

On November 22, all McDonald’s locations across the country will dedicate Big Mac sales to these charitable causes. The campaign, designed by Publicis Peru, gives children and young people from these organizations the chance to “hack” McDonald’s ads by replacing the promotion of products like McNuggets and McChicken with illustrations and messages spotlighting the Big Mac, inviting the community to join this day of solidarity.

From billboards to in-store menus and signage, the ads now showcase Big Mac illustrations created by the children themselves, accompanied by the Gran Día logo. Through this special intervention, Publicis Peru has transformed McDonald’s visual messaging, creating a unique and memorable impact.

Luis Castaneda, DC at Publicis Peru for McDonald’s said:

“The power of this campaign lies in giving a voice to the children and young people being helped; seeing their creativity in every McDonald’s space is inspiring and turns something as simple as buying a Big Mac into a direct way to support their dreams and future,”

 

To introduce “The Big Hack,” an emotional video directed by Alvaro Luque was produced, showing the children preparing their drawings and messages, with the help of campaign ambassadors. The production was done by The Pub, with Del Mate in charge and audio provided by Sordo. The campaign’s visuals will be further amplified through public displays, digital media, television, and in-store McDonald’s ads.

This initiative is designed to turn a purchase into a meaningful contribution. Join Gran Día and help more children and young people continue to achieve their dreams.