McDonald's : We All Make The Games - The Nervy Peeker

Everyone plays their part.

Published On
Jun 27, 2012
We All Make The Games - The Nervy Peeker

Editor's Pick

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.


Jun 28, 2012
Brand :
Client :
Agency :
Leo Burnett-London
Copywriter :
Mark Franklin
Copywriter :
Rob Tenconi
Art Director :
Rob Tenconi
Art Director :
Mark Franklin
Creative Director :
Adam Tucker
Creative Planner :
Tom Roach
Creative Planner :
Kit Patrick
Production Company :
Moxie Pictures
Director :
Neil Gorringe
Production Company Producer :
Jess Ensor
Agency Producer :
Graeme Light
Editor :
James Rosen
Editor :
Final Cut
Post Production :
Audio Post Production :
Creative Planner :
Sam Gaunt
Creative Planner :
Natalie Redford

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