McDonald's 'We're All Making The Games'
McDonald’s UK’s £10 million responsive advertising campaign to celebrate London 2012 – ‘We All Make The Games’ - was designed to use a multitude of media channels to capture, replay and celebrate the people, moments, and emotions that are helping make the London 2012 Olympic and Paralympic Games such a spectacular event.
The overarching campaign launched on 25 June 2012 with in-store activity and outdoor advertising. TV, press and digital outdoor ads and other digital activity have followed, including a Facebook app which allows members of the British public and visitors to the Games to upload photos of themselves, friends and relatives getting into the spirit of the Games (www.weallmakethegames.co.uk).
As Team GB make their way up the medal table and more people are getting swept along in the excitement of the Games, hundreds of moments of nationwide celebration are being captured through the user-generated element of the campaign.
McDonald’s has had over 20,000 active users of the Facebook App, in the period 13th to 30th July and 60 user-generated images have already been featured as part of the campaign – up on Piccadilly Lights in central London; printed in the Sun newspaper as half page ads; featured on the McDonald’s UK Facebook page and McDonald’s.co.uk and across digital outdoor screens across the UK.
A re-edited 60 second filmed documentary ad breaks on Saturday 4th August. Now titled ‘We’re all making the Games’, real fans have been filmed during the first week of the Games, capturing the highs, the lows, the passion and the those little intimate moments.
A selection of the user-generated images and additional filmed documentary material that is currently being captured at various fan parks across the UK will also be developed into a TV commercial developed especially for the Closing Ceremony.
Alistair Macrow, Vice President Marketing, McDonald’s UK said: “Putting user-generated content front and centre of our Olympic advertising has really enlivened the campaign and given the British public the chance to lead the way in celebrating this monumental summer of sport. The levels of engagement are exceeding our expectations and we’re being sent some amazing shots that are really capturing the charming eccentricities of fans enjoying the Games. It’s just a terrific reflection of the excitement that is sweeping the nation.”
Credits
Creative Agency - Leo Burnett London
Copywriters - Mark Franklin & Rob Tenconi
Art Directors - Mark Franklin & Rob Tenconi
Creative Director - Adam Tucker
Planners - Tom Roach & Kit Patrick
Production Company - Moxie Pictures
Directors - Luke Franklin & Neil Gorringe
Production Company Producer - Jess Ensor
Agency Producer - Graeme Light
Editor - James Rosen, Final Cut
Post-production - MPC
Audio post-production - Wave
