Happy Mail

guts&brains DDB - team

Children are kind, sweet and... selfish. Yes, if something is for them, it is for them. And they will drown the world in tears if you take it away from them. Most children do have quite a few toys. The Happy meal toy is just one of many. And that's why we decided to help the next generation be a little more open to sharing. This is how we created "Happy Mail". An activation which invited children to donate their Happy Meal toys to children deprived of parental care. The campaign was communicated nationwide in a number of channels: 1) TV - 17" 2) OOH  3) Digital and social media 4) Influencers 5) In-store materials During the first week of the campaign about 10% of the happy meal toys were donated. This number is still rising. The end of the campaign will be on June 1st (The International Children's Day)