In the desire to share the beauty of holidays with those most in need, MAXI retail chain in Serbia launched a major humanitarian action, “Something Good Every Day”, for the holiday season.
As part of this project, a campaign “Round up the Bill and Help” was implemented, created by the agency McCann Beograd. As part of this campaign, Maxi lead by an example and donated 10,000 meals during the New Year’s holidays to 70 humanitarian organizations, but also invited their customers to engage in action by rounding their bill to the higher round number and thus donate the difference to these organizations.
“The action Round up the Bill and Help is a proof of Maxi’s commitment and respect to their customers, to the community in which it operates, and especially to those in need. For our team, participation in such a project is a great pleasure, especially when it is seasoned with the holiday atmosphere, sincere intentions and wishes and an emotional new-year fairy tale,” said Aleksandra Bradić, Account Manager at McCann Beograd.
Miloš Paunović, a Copywriter, added: “In our region, and especially for holidays, there is always more food made than is eaten. It is true that every average Serbian New Year’s dinner could be joined by at least one other person, so our idea was to materialize that ‘one seat more’ and share the extra food we have.”
CREDITS:
Account: Slavko Marković, Aleksandra Bradić, Igor Petrović, Sara Vermezović
Strategist: Vera Aćimović
Creative team: Miloš Paunović, Mirjana Popović, Lidija Milovanović, Mira Lasica
Creative Director: Jana Savić Rastovac
Digital: Vladimir Kondžulović, Tea Terzić
Production: Nebojša Ereš
Production house: Blekbuk
Director: Miša Terzić
