Thousands of sparrows were deserting the city of Mumbai. Their gradual migration was due to reduced green spaces and lack of food and shelter. We came up with an idea: ‘Happy Sparrows’. We motivated kids to provide food and shelter for the birds. The resemblance of the McDonald’s Happy Meal box to a bird house helped us integrate the brand into the experience. A few alterations transformed our regular Happy Meal box into a make-it- yourself, weather- proof sparrow house. We replaced the existing pack and used kids’ favourite character Ronald McDonald to create buzz for the ‘Happy Sparrows’ project.
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