McDonalds Boy who loved to study
McDonalds Philippines has launched a follow-up commercial featuring Daniel Cabrera, a 9-year old boy who was photographed doing his homework by the light of a McDonald’s store in Subangdaku, Mandaue City, Cebu. Joyce Torrefranca, a medical technology student, took the photo in June 2015 after taking a break from a night of studying in Cebu. Her two photographs, uploaded on her Facebook page, were accompanied by the phrase, “I got inspired by a kid”. The viral spread of the photo led to financial aid for Daniel pouring in from across the world and from local sources. It turned out that Daniel and his widowed mother, Aling Cristina Espinosa, with her three youngest children, including Daniel, had been living in her employer’s mini-grocery store since their shanty home was gutted by fire five years ago. Financial support and a scholarship through to 12th grade from McDonalds have led to an improvement in the family’s life, providing a stable environment for Daniel’s ambition to study to be a policeman later in life. The short film, “The Boy who loved to study”, brings together Joyce and Daniel over a shared McDonalds take-out meal.
Nonprofit Ronald McDonald House Charities (RMHC), whose largest corporate donor is McDonald’s Philippines, is holding its reading program, Ronald McDonald Read to Learn, at Daniel’s school, Subangdaku Elementary School. The initiative is expected to benefit more than 400 first-grade students, including Daniel’s brother, Gabriel. RMHC provides the school with Read to Learn kits and facilitate training among the teachers.
Boy Who Loved To Study Credits
The Boy Who Loved to Study campaign was developed at Leo Burnett Manila by chief creative officer Raoul Panes, creative director Mela Advincula, senior art director Spiro Barroga, art director Sara Sarmiento, senior account executive Mary Pahati, group account director Judy Medina, account director Mark Alturas and account manager Donny Dingcong.
Editor was Melanie Valero. Post production was done at Optima.
Sound and music were produced at Hit Productions, with composer Teddy Tatigbak.