McDonald's
Ronald McDonald House: McBear
Creative, Art & Digital
An old shirt, sewn into
a bear that keeps a child company.
McBear (麥麥熊) is a charity idea with a very human loop: people donate their old checked shirts, volunteer moms hand-sew each one into a one-of-a-kind teddy bear, and every bear is given to a child staying at a Ronald McDonald House — so no kid faces a hospital stay alone. As Associate Creative Director with Publicis, I led the creative, art and digital that carried it.
Give a shirt. Give a hug.
The whole campaign turns on one warm, simple exchange. A shirt you'd have thrown out becomes something a frightened child holds through the worst week of their year. Because each bear is stitched by hand from real donated fabric, no two are alike — every plaid, every button carries a story, and that imperfection is exactly what makes them feel loved rather than manufactured.
So the road to treatment is never walked alone.
The story, in their own words.
The campaign film follows a shirt on its journey into a bear and into a child's arms — real families, real volunteers, the quiet moment a kid meets their McBear. No hard sell; just the truth of what a small handmade thing can mean.
Where people signed up to give.
A campaign microsite made it easy to take part: how to donate a shirt, an introduction to McBear, real stories from the families it reached, and a share-to-social hook to spread the drive further. The digital piece is what turned a lovely idea into a stream of actual shirts — and actual bears.
