Charlotte Crawley Account Executive

ABOUT

In 2024, McDonald’s spotted an opportunity to raise awareness of an important truth: it's okay not to feel happy all the time. So, in Mental Health Awareness Week, we removed the iconic smile from Happy Meal branding.
This got families talking about the happiness expectations that face kids and re-injected Happy Meal back into culture.
The campaign smashed objectives, selling >2.5bn boxes during activation week, and boosted brand love, supercharging positive sentiment to 87%!
It earned over 2,000 media articles, prime-time television coverage across continents, and 8bn impressions.

MADEIT CREDITS

  • McDonald'sClient
  • Aman MalhiDesigner
  • Brittony KellyAccount Manager
  • Charlie CrosthwaiteDesigner
  • Chloe PhillipsAccount Executive
  • Dana HannaSenior Creative Strategist
  • Danny FlintDesigner
  • David AllenCreative Director of Design
  • David FraserManaging Director
  • Flaura AtkinsonEditor
  • Francesca MartinAgency Account Director
  • Fred Bonham-CarterProducer
  • Georgia MorrisAgency TV Producer
  • Hamish CameronPlanner
  • Immy OmoleAccount Manager
  • Jake MavityDirector
  • Kate AddyManaging Partner
  • Laura ColemanDirector
  • Mark ElwoodChief Creative Officer
  • Milan MeziMotion Designer
  • Nader GhahremanDigital Account Director
  • Owen Hunter JenkinsSenior Creative
  • Sian DavidsonSenior Account Manager
  • Siobhan MulcahyProject Director
  • Sophie DonneAccount Executive
  • Steph BatesAgency Business Director
  • Tom StroudCampaign Manager
  • Tom SussmanDeputy Chief Strategy Officer
  • * Hayley PowerSenior Copywriter
  • * James MillersArt Director
  • * ANDREW LONGcreative
  • * Carmen Perez JimenezMotion Graphics Designer
  • * Charlotte CrawleyAccount Executive
  • * Helen RogersonCreative
  • * D&AD
Add yourself to this project

The Meal

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