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McDonald’s 2018 FIFA World Cup Global Campaign Tells Footy Supporters ‘We’re With You'

Advertising Agency
London, UK
Created by Leo Burnett London, the spot taps into the range of fans’ emotions and positions McDonald’s as a supporter of the supporters
McDonald’s celebrates the incredible highs and lows of being a football fan during the FIFA World Cup with a new campaign telling them ‘We’re with you’, created as part of their official sponsorship of the tournament.

Created by Leo Burnett London, the new campaign includes a film that breaks internationally on the first day of the FIFA World Cup, Thursday 14th June.

The agency has developed a platform that taps into the range of fans’ emotions and positions McDonald’s as a supporter of the supporters, evidenced by the convenient ways customers can order their favourite meals. Whether in the shape of McDelivery, 24/7 restaurants, Drive Thrus, breakfasts, or the fact that it’s just around the corner, whenever and wherever, McDonald’s has got the food sorted.  

Leo Burnett’s film shows FIFA World Cup fans in various countries as they celebrate, commiserate and everything in between, interweaved with moments that highlight the convenience McDonald’s offers. Alongside the film, 10-second cutdowns specifically showcase each of the individual ways that McDonald’s is there for fans during the tournament.

The film is part of a toolkit featuring brand assets that are available to McDonald’s and its partner agencies across the globe. The toolkit includes print, out-of-home and point-of-purchase materials, all of which use a range of still photography capturing the emotions that fans experience during the tournament, as well as social and digital assets. To further enhance the emotions, an assortment of playful graphic flourishes have been developed and overlaid onto the stills, nodding towards the ways fans behave on social media.

Steve Hill said: “The campaign spells out that, whatever happens in the football, McDonald’s has got the food covered. Whether with a breakfast for the early kick-off, or a McDelivery for when you’re watching at home, it’s clear that ‘We’re with you’ through all of it". 
Agency / Creative
Post Production / VFX
Music / Sound