McDonald's Promo, Case study HELPING YOUNG FOOTBALLERS SHINE by Leo Burnett London

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HELPING YOUNG FOOTBALLERS SHINE

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Industry Fast food
Media Promo & PR, Case study
Market United Kingdom
Agency Leo Burnett London
Executive Creative Director Justin Tindall
Art Director Andy Drugan
Copywriter Ed Morris
Designer Andy Allen
Photographer Simon Mooney
Released November 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: McDONALD'S
Product/Service: McDONALD'S COMMUNITY SHIELD FOOTBALL
Agency: LEO BURNETT LONDON
Agency: LEO SPORTS
Executive Creative Director: Justin Tindall (Leo Burnett)
Copywriter: Ed Morris (Leo Burnett)
Art Director: Andy Drugan (Leo Burnett)
Designer: Andy Allen (Leo Burnett)
Head Of Art: Lance Crozier (Leo Burnett)
Photographer: Simon Mooney (mooneyphoto)
Planning Director: Tom Roach (Leo Burnett)
Art Buyer: Leah Mitchell (Leo Burnett London)
Client Services Director: Rob Mitchell (Leo Burnett London)
Account Handler: Tim Harvey (Leo Burnett London)
Account Handler: Robbie Balfour (Leo Burnett London)
Account Handler: Jess Farahar (Leo Burnett London)
Project Manager: Simon Keyworth (Leo Burnett London)
Media placement: TV - ITV and Sky - 7th August 2011
Media placement: Ambient Photobooth - Football Stadium - 7th August -
Media placement: Stickerbook - Giveaway - 7th August

Insights, Strategy & the Idea
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.

Creative 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).

Results and 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.