2012 Results

CAT 19 - Corporate Image (TVC)


Leo Burnett London (UNITED KINGDOM)

McDonald's Olympics, "We All Make the Games"19-04469-TVC

Agency (city): Leo Burnett London

Creative Director(s): Justin Tindall

Copywriter(s): Mark Franklin & Rob Tenconi

Art Director(s): Mark Franklin & Rob Tenconi

Production Company (& City): Moxie Pictures

Film Director(s): Neil Gorringe & Luke Franklin

Production Company Producer(s): Pheobe Matheson

Agency Producer(s): Graeme Light

Short explanation

Instead of focusing on the brand or on sport, the campaign focuses on us. All of us. All the glorious types of people that will make the Games the magnificent spectacle we all know it will be. We all make the Games. Including McDonald’s, through its long-standing sponsorship, its status as official restaurant, and the training of the Olympic Games’ 70,000 ‘Games Maker’ volunteers.

The TV campaign sits within a large (£10m) media buy, including one of the biggest OOH campaigns London has ever seen, online, digital outdoor, a Facebook App and social media campaign, a press partnership with The Sun and The Times –a truly integrated campaign.

Work in all media will evolve throughout the Games period – as we showcase user-generated content in our advertising space, and by refreshing TV activity with new edits that include up to date “guerrilla” footage capturing real, personal moments that happen during the Games.


TV Campaign for McDonald's Olympics