Unscripted: Real Stories, Real Strategy

At CRC this year, C Space and McDonald’s previewed “The Currency of Courage,” a moving documentary that started as a research project but ended up being an experiment in customer empathy.

Now join Alan Moskowitz and Lydia Short as they unveil the full 16-minute film to demonstrate how documenting the real lives of lower-income consumers in an unfiltered way turned insights into something unforgettable: human connection. And how McDonald’s embraced that connection in support of a strategic imperative—value.

Let’s keep the conversation going. Because empathy isn’t a buzzword; it’s a business imperative.