Context
When a child is seriously ill, being together as a family isn’t always a given. Ronald McDonald Huis helps families stay close to their hospitalized children. But how do we turn a simple donation into something more meaningful?

Insight
For families with a hospitalized child, even the smallest moments together can mean the world. Moments like the bedtime story before going to bed.

Solution
Together with 3 unique pair of socks, we created the campaign ‘Socks with a good story’. Since purchasing the socks will support the Ronald McDonald House, and simultaneously grant access to the audio bedtime stories about Frankie and his new imaginary sock friends.

By scanning them in the McDonald’s app, families unlock an exclusive audio bedtime story to enjoy together. Giving families a way to share a special moment together while supporting Ronald McDonald Huis.

The campaign runs across TV, print, social media, digital channels and McDonald’s restaurants nationwide.