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    The Best Work You May Never See: McDonald’s India, DDB Mudra Open Eyes To Color Blindness

    By SHOOTUpdated:No Comments1990 Views

    When it comes to ordering food, we eat with our eyes first. However, the experience might be different for color blind people. Color blindness is more widespread than many realize, with roughly 70 million people in India experiencing it. With an intent to make food ordering more enjoyable and easier for color blind consumers, McDonald’s India (West and South)–owned and operated by Westlife Foodworld Ltd,–has launched a new feature on its McDelivery App and website to make it color blind friendly, a first of its kind initiative in the food industry. EatQual 2.0, builds upon McDonald’s India’s (W&S) inclusivity platform EatQual, which was launched three years back, to make delicious feel-good moments easy for everyone. 

    To spread awareness of the new feature, the brand has also unveiled this heartwarming brand film that provides perspective through the eyes of a color blind photographer. The campaign rollout came last week on World Sight Day.

    Rahul Mathew, chief creative officer, DDB Mudra Group, shared, “We’ve always believed that EatQual is more than just a campaign; it’s a journey that McDonald’s is on. With every intervention, we hope to enhance the eating experience, making it a little more equal for everyone. That’s why we work closely with the community to help us understand what they might be missing and how we can bridge that gap.”

    McDonald’s India started the journey of EatQual in 2020 to improve accessibility and inclusivity for people with various disabilities and has been taking definitive steps ever since then. DDB Mudra has partnered with McDonald’s since EatQual’s inception to strengthen this global purpose platform around inclusion. As a part of this new initiative, EatQual 2.0, the newly updated feature can be accessed by users by simply updating the McDelivery App and website. Individuals who are color blind can select from three color enhancement options "Green-Red"; "Red-Green" and "Blue-Yellow." The app and website use a special algorithm to display the menu in colors that are appropriate for the user. This allows color blind people to see the real colors of the food and drinks and make more informed decisions about what they want to order.

    The film was directed by Shreya Shroff and Anant Singh via Zigzag Films And Media.

    Credits

    Client McDonald’s India Agency DDB Mudra, Mumbai Rahul Mathew, Harshada Menon, Siddhesh Khatavkar, Kanchi Undevia, Pallavi Mehrotra, Darshika Kapadia, Ashwin Balasubramanian, creative; Mehak Jaini, Vidisha Jain, strategy; Jay Gaikwad, Alisha Dsouza, films. Production Company Zigzag Films And Media LLP Shreya Shroff, Anant Singh, directors.

    Media Type:Film: Short
    ScreenWork Categories:Short film
    Screenwork Type:Best Work
    Video Tags:DDB Mudra GroupMcDonald's



    O2 and VCCP’s faith Agency Scam The Scammers With AI Granny

    Friday, November 15, 2024

    With one in five Brits (22%) experiencing a fraud attempt every single week, telecommunications company O2 and VCCP London’s AI creative agency faith have launched what's billed as a first-of-its-kind campaign to fight back against scammers.

    At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI character designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.

    The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. While anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers’ own biases, Daisy became the perfect scambaiter.

    Phoney fraudsters--including many posing as some of the UK’s most trusted businesses--thought they’d got their hands on an easy target, but Daisy has been beating them at their own horrible game, answering scam calls and wasting scammers calls as part of an awareness campaign which exposes fraudsters tricks and tactics and offers top tips on how to avoid scammers.

    Daisy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24/7, and over the course of many hours of scam calls she’s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details.

    O2 and faith worked with leading U.K. scambaiter Jim... Read More

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