McDonald’s UK has unveiled a £10m responsive advertising campaign.
A trio of creative agencies, led by Leo Burnett London, have developed the 'We All Make the Games' campaign, which will evolve over a 10 week period this summer.
Filmed documentary material and user-generated content will be used across social channels, high-profile hoardings such as Piccadilly Lights in central London, the TV commercial developed for the Closing Ceremony, and the interior of McDonald’s restaurant at the Olympic Park.
The campaign includes a mosaic design, created by The Marketing Store, which features thousands of portrait photographs that create composite images of McDonald’s customers, employees and some of the British farmers who supply ingredients for McDonald’s menu.
The colourful design will be showcased in 30 McDonald’s restaurants in key locations close to Olympic venues and feature in restaurants up and down the country.
We All Make the Games will be live in McDonald’s restaurants and on outdoor advertising sites across the UK.