Clients: Steve Hill, Senior Director, Global Brand; John Lewicki, Head of Global Alliances; Victoria Stasevicius, Marketing Manager, Global Sports; Jacqueline Berger, Manager, Global Brand
Chief Creative Officer: Chaka Sobhani
Creatives: James Millers & Andrew Long
Account Management Team: Victoria Reiz, Board Account Director; Steve Halliday, Account Director; Steph Bates, Senior Account Manager; Laura Taylor, Account Executive
Strategy/Planning: Max Kean, Planning Director; Will Moore, Senior Planner
Project Manager/Digital Producer: Timothy Wilks
Graphic Designers: Phil Bosher; Head of Design; Justin Bray, Designer; Ron Morrison, Designer
Agency Producer: Bruce Macrae
Director/ Production Co: Novemba, Academy Films
Producer: Steve Overs
Editor: Stephen Dunne, The Whitehouse
Post Production: Grace Thorpe, MPC
Sound Design: Simon Capes, Soho Square Studios
DoP: Xavier Amoros
Media planning/buying: OMD Global
Published: June 2018
Synopsis:
McDonald’s celebrates the incredible highs and lows of being a football fan during the FIFA World Cup™with a new campaign telling them ‘We’re with you’, created as part of their official sponsorship of the tournament.
Created by Leo Burnett London, the new campaign includes a film that breaks internationally on the first day of the FIFA World Cup™, Thursday 14th June.
The agency has developed a platform that taps into the range of fans’ emotions and positions McDonald’s as a supporter of the supporters, evidenced by the convenient ways customers can order their favourite meals. Whether in the shape of McDelivery, 24/7 restaurants, Drive Thrus, breakfasts, or the fact that it’s just around the corner, whenever and wherever, McDonald’s has got the food sorted.
Leo Burnett’s film shows FIFA World Cup™ fans in various countries as they celebrate, commiserate and everything in between, interweaved with moments that highlight the convenience McDonald’s offers. Alongside the film, 10-second cutdowns specifically showcase each of the individual ways that McDonald’s is there for fans during the tournament.
The film is part of a toolkit featuring brand assets that are available to McDonald’s and its partner agencies across the globe. The toolkit includes print, out-of-home and point-of-purchase materials, all of which use a range of still photography capturing the emotions that fans experience during the tournament, as well as social and digital assets. To further enhance the emotions, an assortment of playful graphic flourishes have been developed and overlaid onto the stills, nodding towards the ways fans behave on social media.
Steve Hill said: “The campaign spells out that, whatever happens in the football, McDonald’s has got the food covered. Whether with a breakfast for the early kick-off, or a McDelivery for when you’re watching at home, it’s clear that ‘We’re with you’ through all of it.”