Friday, June 22, 2018
You are here:

Cossette Chicago Celebrates Day of Change for Ronald McDonald House Charities


Robert Goldrich
Friday, Oct. 14, 2016


Log in or register now!

Ronald McDonald House Charities (RMHC) and McDonald’s celebrate the RMHC Day of Change---October 15--which commemorates the opening of the very first Ronald McDonald House in 1974. The celebration pivots on Donation Boxes that are installed in more than 33,000 McDonald’s restaurants around the world and are the largest ongoing fundraiser for the Charity.
To celebrate Day of Change and to build awareness of these Donation Boxes, RMHC turned to Cossette Chicago to remind consumers how important their spare change is when visiting McDonald’s.
The result is “Gratitude,” a 2-minute video that demonstrates how small change can make a huge difference. The video begins at a typical McDonald’s food counter, with customers ordering and paying for their meals. However, when a few coins are dropped into the RMHC Donation Box, the store goes dark, the menu boards are transformed into a wide screen, and the restaurant becomes a movie theater.
Laurie Cepkauskas appears on the screen with daughter Emily, and shares the story of her journey to repair Emily’s heart, as customers look on. Several families are featured on screen saying thank you to McDonald’s customers for contributing their change to the cause of RMHC, before the lights come up in the restaurant and the screens return to menu boards.
The video was shot with five hidden cameras at a McDonald’s restaurant.
“The stories of these families are so powerful, we knew that if we could simply allow them to be heard, the message would touch the hearts of McDonald’s customers,” said Chuck Rachford, executive creative director for Cossette Chicago. “We knew the best way to capture this would be live--to immediately connect a single donation to the family who has benefited from it.”


Client Ronald McDonald House Charities Agency Cossette Chicago Chuck Rachford, executive creative director; Swea Kannan, strategy; Cary Potterfield, producer; Casey Stern, copywriter; Stacy Randolph, art director. Production STORY Films Ky Dickens, director; Amy McIntyre, exec producer; Sydney Thomson, producer. Editorial Cutters Kathryn Hempel, editor; Patrick Casey, post producer; Emily Tolan assistant editor. Finish Flavor Chicago Audio Peter Erasmus

Category of ScreenWork: 
Media Type: 


<iframe width="560" height="349" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="640" height="390" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="853" height="510" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="1280" height="750" src="" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Thursday, Jun. 21, 2018

The new Cannes Social & Influencer Lions has its first Grand Prix...

Thursday, Jun. 21, 2018

From the largest studio tent poles to the smallest indie films, diversity...

Thursday, Jun. 21, 2018

Film and commercial director Ridley Scott presented the 28th Saatchi...

Thursday, Jun. 21, 2018

“We reinvent the show every year. That’s why for me it never gets old...

Thursday, Jun. 21, 2018

"Hope,” an International Committee of the Red Cross (ICRC) spot directed...

Wednesday, Jun. 20, 2018

The Procter & Gamble Company (NYSE: PG) advanced its commitment to...

Recent SPW Releases

Thursday, Jun. 21, 2018

NorthSouth Productions, the company behind the smash-hit comedy series...

Thursday, Jun. 21, 2018

Christina Rzewucki is a Texture and Look Development Artist at Rising Sun...

Thursday, Jun. 21, 2018

The Producers Guild of America (PGA) announced Saturday, January 19, 2019...

Thursday, Jun. 21, 2018

Director Aubrey Smyth, represented for commercial and brand assignments...

Wednesday, Jun. 20, 2018

Glenn Frankel and Keri Walsh have been named 2018 Academy Film Scholars by...