With just a few weeks to go, McDonald's has unveiled the outdoor element of its 10 million pound campaign for the London 2012 Olympic Games. Created by Leo Burnett London, the ads focus on the personal stories of ordinary spectators and people who help to make the games a success and carry the strapline "We all make the games", a theme that wil be continued into TV, digital and social media elements.
McDonald's will follow up print and TV ads with a Facebook page onto which consumers can upload content, the best of which will be incorporated into further advertising. There will also be a question-and-answer driven 'mood'-o-meter' managed by Razorfish London on the company website as well as outdoor digital sites, reflecting the mood of the nation in real-time and encouraging everyone to play their own part in 'making' the Games. The final stage of the campaign will use the best clips, images and comments.
The campaign also includes a mosaic design, created by The Marketing Store, which will 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 design will be showcased in 30 McDonald's restaurants close to Olympic venues and feature in restaurants up and down the country.