In 1992, the UN proclaimed December 3rd as the International Day of Persons with Disabilities, with the aim of promoting the rights and well-being of the differently-abled in all areas of society, as well as raising awareness about their situation in all aspects of political, social, economic and cultural life.
This year, for the occasion, McDonald's Argentina partnered with five leading disability NGOs to produce a TVC whose objective is to naturalise the issue of labor inclusion.
Pablo Poncini, CEO and CCO of TBWA\Buenos Aires, brought McDonald's and the five NGOs together to develop this project. The creative agency has a long history of working for the inclusion of people with disabilities. A few years ago Poncini created and starred in "The 1,000 miles of Luca", a short film with worldwide impact about his son, who has Down syndrome. About this new project, he said: “It’s not every day you can work on a topic that you are deeply committed to and in which you have a deep personal interest, and get one of your clients, an iconic brand, to help share the message with the world. Of course this happened because McDonald's is a genuinely inclusive brand.”
The TVC was directed in Buenos Aires by Augusto Giménez Zapiola, from Argentina Cine, just a week before the mandatory isolation began due to the coronavirus in that city.