Скачать или смотреть McDonald India N&E Happy Bags Hasta Basta for Kids

Setup

In a world where back-to-school campaigns often lean into shiny new supplies and upbeat jingles, Hasta Basta took a different route — one rooted in purpose. With an initiative that repurposed hoarding waste into functional school bags for underprivileged children, the brand already had a powerful act in place.

What it needed now was a voice. A story. A film that could match the heart of the idea with the right emotional pitch.

The Problem

How do you make purpose-driven action feel personal and powerful?
The idea was meaningful — but it needed to connect at scale. Our job was to shape a story that wasn’t just informative but emotionally sticky, something that stayed with viewers long after the film ended.

Our POV

We saw this not as a campaign, but a moment to reflect the joy and pride of children heading back to school — some for the first time.
We decided to let the kids lead the narrative, both visually and musically. A specially composed song — “Hasta Basta” — became the heartbeat of the film, celebrating the spirit of new beginnings and the freedom that education brings.

The tone? Hopeful. Real. Grounded in truth — and built to uplift.

Execution

Crafted a campaign film that spotlighted children as the face of change

Developed an original track, “Hasta Basta,” that brought warmth, energy, and rhythm to the message

Used a documentary-style lens with emotional storytelling

Designed to resonate across digital channels and create meaningful engagement

Impact

30L+ views across platforms

Played in schools as part of an awareness-building drive, reaching students, parents, and educators directly

Featured by Mad Over Marketing, afaqs!, and ET Brand Equity, amplifying the campaign's credibility across the marketing fraternity

Triggered organic shares and conversations across social media, school communities, and eco-conscious circles

Positioned Hasta Basta as a brand that turns purpose into action — not just in idea, but in execution