Media > Best Integrated Campaign

HELPING YOUNG FOOTBALLERS SHINE

LEO BURNETT, London / MCDONALD'S / 2012

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

Effectiveness

The campaign was very effective, delivering a massive audience reach in terms of those who were exposed to the Community Shield football match, where the work was shown. And a highly engaged, although lower number, audience who were able to interact with the brand through activities such as the photobooth and sticker booklet.

Execution

The creative executions heroed young grassroots footballers and all those involved in making the game happen. From volunteers to coaches, referees to club secretaries. We used a whole range of different media to bring this message to life, shown in our case study film. This included TV idents, press ads, sticker booklets, posters, banners, ambient activities (such as a photobooth).

Strategy

The intention for this campaign was to help drive affinity with McDonald’s through celebrating its involvement with grassroots football in the UK – through supporting over 400,000 volunteers, 6,000 clubs, and 40,000 coaches, which all, in turn, impact over 1 million children.

The creative idea was to show the end result of all of this work – which helps to make young footballers shine. We conveyed this message, using an archetypal piece of football paraphernalia and re-purposing it to celebrate all the people who make grassroots football possible, treating them like stars.

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