For World Peace Day on Monday (Sept 21), McDonald's teamed up with a number of other companies for a collaborative International Peace Day effort, including a 30-second commercial seeking donations to the World Food Programme.
The spot, created by TBWA/Chiat/Day New York and paid for by McDonald's, uses animated graphics by designer Noma Bar and is voiced by Liam Neeson. Touching on the refugee crisis in Europe, it pushes people to donate, and carries no McDonald's branding.
McDonald's said CEO Steve Easterbrook and others contacted other brands to seek their participation. Brands involved that added their media weight include Burger King, Cargill, Facebook, Google, MasterCard, McCain Foods, McDonald's, OMD, Twitter, TBWA, United Airlines and DreamWorks Animation, which also got Mr. Neeson to record the voiceover.
Read more about the campaign over at AdAge.com.