Young Lions Czech Republic 2021 | MEDIA www.younglions.cz The only platform where young professionals can find out how good they are compared to their peers. Powerful learning through experience by working under time pressure. Young Lions develop ambition and the ability to create excellent communications solutions. We can call them the national championship for brand communication professionals aged 30 or under. They provide a unique opportunity to develop creative and personal excellence.

1. &
Want some extra
time with that?
McDonald‘s supports tree
planting iniciative

2. The climate crisis is a race with time. How
can this situation be rectified?
CHALLENGE
McDonald‘s
Plant-for-
the-Planet
Children &
Young
adults
The common
goal is saving
time
…aims to save peoples‘
time during every day
occasions
…aims to save time in order
to prevent climate catastrofy
by planting trees
…their future depends
on the time they can
spend on planet.

3. DATA AND RESEARCH
Gen X Gen Z
shared values and characteristics
16-30 y. o.
life online
need recognition and
self-accomplishment
willing to proactively
donate money to
sustainability
environmental
care
try to shop and consume in a sustainable
way (Simply5)
93
31
see deforestation as one of the key
environmental problems (IPSOS)
This segment represents the highest frequency
McDonald‘s vistors.

4. TARGET AUDIENCE & INSIGHT
I have a busy urban lifestyle and I am fighting time every day. I always dreamt about
having a time machine, to have an extra minute, so I could use them wisely, as I was
always told at school. If I had some extra time, I would do something meaningful for
our planet and society. But I do not have that time.
MacDalena
25 y. o. no kids
environmentally
concious, but not
active
busy lifestyle,
juggling work,
hobbies, social
life

5. What do McDonald‘s, Plant-for-the-planet, and young adults have in common? All fo them fight time. McDonald‘s is
there to serve fast food to people who want to save time. Our planets‘ time is also limited due to the lifestyle we
maintain, therefore a risk for the current young generation, which needs to live in a decent environment. Hence the
need to buy ourselves some time by planting trees, fighting time and delaying the increasing temperature change.
And thus as a part of our „Million reasons why“ campaign McDonald‘s will support the Plant-for-the-Planet iniative.
Why McDonald‘s? Because we are big enough to make a change.
CREATIVE IDEA
Different purpose, common goal…
…fighting time
…saving time
…needing time

6. STRATEGY
M C D
Mean it. Contribute. Do it.
Setting short
and long term
commitments.
Active participation
and support of
reforestation.
An immediate
purchase of trees.
By 2030 we want to shift 20
% of our logistics to train
transportation.
By 2022 replace all wooden
cutlery by bran cutlery.
Sales activation to
increase tree plantation
by launching a plant
based burger.
Featuring a Happy Meal
programme with seeds
collection instead of
regular toys.
For every plant based burger
purchase one tree will be
bought.
By 2025 have an own
established tree planting
project via PFTP.

7. EXECUTION
Mean it. Contribute. Do it.
5 mil. trees
30
The McDonald‘s Tree Project
Switching wooden cutlery to bran.
Launching own tree planting project.
Gifting one tree per plant based
burger.

8. KEY MESSAGE&COMMUNICATION
THE TIME THE MONEY CAN BUY. HOW ARE YOU GONNA SPEND IT?
Social media
People sharing their moments of „extra 5
minutes“
Be the new „treefluencer“ – trees=followers
OOH
CLV with QR code and claim
Only – In rush? Need some
extra time? Click. –
redirection to web PFTP
Digital Owned media

9. Target group:
Young, environmentally
conscious, but not
active adults
Insight:
Our lives are filled with constant need for
more time with no possibility to stop and do
something for our planet. Now the life of
our planet is shortening quickly and we
need to fight for more of it.
Idea:
Using the shared goal of saving
time of children, young adults,
Plant-For-The-Planet and
McDonald‘s to support the tree
planting initiative
Key message: THE TIME MONEY CAN BUY. HOW ARE YOU GONNA SPEND
IT?
Strategy: Using short term, long term commitments, immediate action and product involvement.
Execution: Featuring tree vouchers with every plant based burger purchase, dedicating Happy Meal
programme to seed collection families can plant together and launching McDonald‘s own tree planting project
within the Plant-For-The-Planet initiative.
Communication: Social media activation, where we tackle the PTFP app as a social media platform.
Interactive OOH media formats as well as digital placement and organic support on our owned channels.