A stage for musicians when every stage closed.
Christmas 2020. Restaurants were closed, live music had stopped, and families with seriously ill children were more isolated than ever. McDonald's and DDB answered with an album: 38 Czech musicians, 15 songs, and a foundation to support. We built its home on the web, idea to live in about a month.
DDB's web team for a month.
DDB Prague, one of the country's best-known creative agencies, conceived Hudbou spolu for McDonald's ČR: a charity project that would give out-of-work Czech musicians a stage, bring music to families stuck at home, and raise support for the Ronald McDonald House Foundation.
Guava came in as DDB's development partner. Our client was the agency, not the brand: they brought the idea, the artists and the campaign; we built and shipped the place all of it lived. Four organisations had to show up on one page without any of them owning it outright.
One month, one Christmas.
The whole project had to go from idea to launch in about a month, in time for the Christmas season. The campaign needed a digital home, one address to hold the music, the artists and the cause, and the deadline was the season itself.
One page, four jobs.
The music, front and centre
The site presented the Hudbou spolu album: fifteen songs recorded by Czech musicians together with United Islands, featuring artists like Jiří Macháček, Monika Načeva, František Černý and Karel Holas.
One hub, every platform
Visitors could listen on the spot, or jump straight to the full playlist on Spotify, YouTube, Apple Music and YouTube Music: one address feeding every service the audience already used.
A clear path to giving
The site tied the music back to its purpose, carrying visitors from the album to supporting families with seriously ill children through the Ronald McDonald House Foundation.
Shipped inside the window
Developed and launched inside the campaign's one-month idea-to-live window, in time for the one season it was made for.
Numbers from the campaign.
United Islands' own Facebook added another 380,000 people reached and 207,000 views. These are campaign-wide figures reported by the campaign's PR agency, not website analytics: the site was the address all of it pointed at.
The campaign ended. The music didn't.
Hudbou spolu did not stop when the campaign did. It grew into a recurring series of benefit concerts for the Ronald McDonald House Foundation that runs to this day: six years on, artists like Marie Rottrová are still performing under its name.
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