Cannes Lions

Wanna Go To McDonald's?

WIEDEN+KENNEDY, New York / MCDONALD'S / 2023

Case Film
Supporting Content
Case Film

Overview

Entries

Credits

Overview

Background

Situation: McDonald’s sponsored the FIFA World Cup 2022. The challenge with any sponsorship is to find something to say that’s relevant to your audience, true to the brand, and will feel distinctive surrounded by what often looks like cultural wallpaper.

Brief: Identify a message and platform that resonates across countries and cultures and magnify this cultural moment beyond traditional media.

Objectives:

Commercial Objective:

Drive sales around the world, especially across McDonald’s top 10 markets.

Marketing Objective:

Drive growth in mobile orders and delivery, capitalizing on 64 can’t-miss viewing occasions for McDelivery during the tournament.

Communication Objective:

Reinforce McDonald’s status as a culturally-leading icon brand by driving fame and saliency around the FIFA World Cup.

Relevance: McDonald’s saw a global sponsorship not as an opportunity to just insert its logo or drive reach, but to create new brand storytelling around a shared insight between this iconic sporting event and the brand.

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