McDonald's

'We all make the games'

As a long-standing global sponsor of the Olympics, the arrival of the Games to London presented a huge opportunity to promote the brand in the UK.

With a campaign including TV, print, outdoor and social media we gained huge reach and impact with our theme of Olympic 'fan types'. It also allowed us to tap into user-generated content with people sending us images of their Games moments for us to incorporate in the campaign via a bespoke site we created weallmakethegames.co.uk.

The campaign line was We all make the Games: a rallying cry for the nation that would show how the great British public, the Games Makers and the McDonald’s crew were all playing their part to make London 2012 ‘The People’s Games’.

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'Planting'

The first ‘Trust’ campaign for McDonald’s celebrates the truth about McDonald’s core food, connecting it back to its source. Trust in the brand doubled during the campaign period.

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'A-Z'

Continuing to reassure parents about the high quality of McDonald’s food, this campaign, for the first time, highlights McDonald’s commitment to CSR.

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'There's a McDonald's for everyone'

Celebrating McDonald’s role at the heart of British life is re-invigorating the brand relationship by reminding people what they love about McDonald’s.

We were delighted when this campaign won a Gold Film Lion at Cannes, followed by winning a further Gold, at the first ever Cannes Creative Effectiveness Awards.

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'Piccadilly Circus'

For the many millions of people who pass by London’s Piccadilly Circus each day, we created a much more meaningful and fun reason to interact with McDonald’s famous neon sign.

Over 7,000 people stop and film this ever-changing sign every year, with people’s photos being seen by over 2 million people since 2009. On YouTube alone, people’s films of themselves interacting with the Sign have received more than 300,000 views.

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