While most brands in the run-up to major sporting events portray athletes as untouchable heroes, McDonald’s decided to go in the opposite direction. In the campaign signed by Wieden Kennedy New York, legends such as Ronaldinho, David Beckham, Thierry Henry, Son Heung-min, Lamine Yamal, Christian Pulisic, Santiago Giménez and Alphonso Davies appear as regular guests of the restaurant, writes Biznis.ba.
Instead of stadiums, floodlights and goals, the ad is set at McDonald’s tables. Football stars hang out with mascots like Grimace and Hamburglar, order their favorite meals and act like fans eagerly awaiting the start of the championship.
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The campaign represents the largest activation that McDonald’s has launched so far in terms of number of markets. The program will be present in more than 100 countries around the world, and the company wants to take advantage of the fact that it has been a partner of the FIFA World Cup since 1994.
At the heart of the activity are collectible glasses inspired by the iconic Dream Team glasses launched by the brand in the 1990s. The visuals are signed by the ILOVEDUST art collective, and each glass is dedicated to a particular giant or character from the world of McDonald’s, writes Media Marketing.
Communication does not stop at restaurants. The campaign includes television, social networks, streaming platforms and experiential activations. Among them, the possibility of creating personalized playlists for watching matches through Spotifyj stands out, with the help of Grimace as the informal host of the whole project.
For McDonald’s, the focus this year is not to bring football closer, but to bring the World Cup atmosphere closer to people. Instead of fitting into existing sports communication, the brand is trying to show that one of the biggest sporting events in the world can also be experienced at the table.
(Vijesti.ba)
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