Happy Sparrows

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.