McDonald’s has launched “We All Make The Games”, an integrated advertising campaign celebrating the 70,000 volunteers who work behind the scenes, the fans and McDonalds Olympic Champion Crew and Games Makers teams at the London 2012 Olympics and Paralympics. Television and outdoor advertisements encourage participation and support of the Games with a range of observed emotions that people go through when supporting sport. From “The Clapper” to “The Flapper”, from “The Nervy Peeker” to “The Flag-waving piggy backer”, fans across the country, at home, at work, in the stadia and on the streets are shown contributing to the atmosphere and experience of the Games. Games Makers and McDonald’s Olympic Champion Crew are also seen conducting their Olympic roles, which span a variety of positions, from “The Chirpy Ticket Checker” to “The Hero Meeters” and “The Hello, How Can I Help?-er”.
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Click on the image below to play the Come On Come On-er video in YouTube (HD)
During Games time, TV, online and digital outdoor work will be refreshed to reflect the mood of the nation and the real, personal moments that take place during the Games. People will be asked to submit photos and videos of their experiences via Facebook. The best submissions will have a bespoke headline written for them by Leo Burnett and then appear in McDonald’s press and digital outdoor advertising around the country, including on the world famous Piccadilly Sign in London. TV footage will continue to be shot, both in London and around the country, with documentary and guerilla camera-crews capturing footage of real moments and personal stories that occur in and around the Games. This footage will then be incorporated into further versions of the TV ad to air during Games time – as a genuine demonstration of how “We All Make The Games”. At the end of the Games, content submitted and captured throughout the Games will be used to celebrate the people who all made the Games.
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The We All Make The Games campaign was developed at Leo Burnett London by creative director Adam Tucker, copywriters/art directors Mark Franklin and Rob Tenconi, planners Tom Roach and Kit Patrick, agency producer Graeme Light.
Media was produced at OMD UK by planners Sam Gaunt and Natalie Redford.
Social media was managed by Holler London and Leo Burnett Group.
Digital work was developed at RazorFish by planners Tom Roach, Kit Patrick and Ben Lunt.
Photographers were Simon Mooney (Fan Photography) and Adam Hinton (Games Makers). Retouching was done by First Base at KV.