Humboldt University ◆ presented by McDonald’s


1/1 page in the festival newspaper:

Making Engagement Visible


Making Engagement Visible

Mission: McDonald’s Advocacy for Children

Quote from a press release: The McDonald’s Kinderhilfe Stiftung (Children’s Aid Foundation) supports families of seriously ill children, providing them a home away from home in their Ronald McDonald Houses, following the motto “Closeness helps heal.” In 2017, McDonald’s Germany celebrated a milestone. The McDonald’s Kinderhilfe had been active for 30 years, and this commitment was prominently showcased at the FESTIVAL OF LIGHTS.

Idea & Implementation: Bringing Dreams to Life

A 3D video mapping on the theme “A Kid’s Dream,” created and produced by the Festival of Lights team, enchanted festival visitors on the U-shaped facade of Humboldt University. Additionally, schoolchildren participated in a drawing competition to illustrate their dreams, and the FESTIVAL OF LIGHTS showcased the most beautiful dream images on the front of Humboldt University. Two million festival visitors were touched and moved by the images.

Furthermore, McDonald’s Germany expressed gratitude with a large light sculpture in the brand’s design, accompanied by the message: THANK YOU! Daniela Katzenberger, as the patron, charmingly opened the Show of Dreams with her moderation.

Result: Media Echo with Image Gain

The FESTIVAL OF LIGHTS team provided McDonald’s with all the festival’s communication channels and supported media relations. Overall, the perfect presentation of the theme and brand launch, supported by Daniela Katzenberger, led to a strong positive media response.