McHappy Day — McDonald's Australia

McHappy Day is McDonald's Australia's longest-running fundraising campaign — a national event where a portion of every Big Mac sold goes to Ronald McDonald House Charities. The challenge wasn't awareness. After decades, almost every Australian knew what McHappy Day was. The challenge was re-energising it.

My role was reframing the strategic platform to shift the campaign from a passive feel-good moment to an active expression of community. The work moved the brand from asking people to buy a burger for a good cause, to making participation itself feel like a statement worth making.