McDonald's throws the spotlight on fans and not athletes in London 2012 ad campaign
London 2012 sponsor McDonald's is today launching its Olympic advertising campaign 'celebrating the people behind the Games'.
Created by Leo Burnett, the campaign focuses on the British public rather than the prowess of the athletes taking part, telling viewers that 'We All Make The Games'.
The three-stage campaign launches with 60' and 40'-second TV ads and a huge raft of outdoor activity around London transport hubs Euston, St.Pancras, Heathrow and Stratford.
The campaign will also span national outdoor, national digital outdoor, online, online display and video, social media (Facebook) and national press.
During the Games time, Leo Burnett says the campaign will become 'truly reactive', with TV, online and digital outdoor work being adapted 'to reflect the mood of the nationa' and the 'real, personal moments that take place during the Games'.
People will be asked to submit photos and videos of their Games experiences on Facebook, with the best given their own headlines and turned into press and digital outdoor ads by Leo Burnett's team.
The TV ad will also be updated to include documentary-style footage captured during the Olympics.
Alistair Macrow, vice president of marketing at McDonald’s said: “The We All Make the Games campaign will capture people’s emotions, humour and experiences in real-time, and we hope to become a barometer for the mood of the nation during the Games."