As a sponsor of the 2022 World Cup, McDonald’s tasked us with finding an insight that resonated with billions of soccer football fans around the world. Luckily, there’s one thing we ask each other after every game in every language:
“Wanna go to McDonald’s?”
We created 250+ assets that ran in 75 different countries. Our hero film featured 10 languages and four dialects, and we were fortunate enough to shoot with some famous fans around the globe, including K-pop group ITZY, TikTok star Khaby Lame, Twitch star Edwin Castro and the world’s most beloved coach, Jason Sudeikis.
But first, we launched a soccer-inspired version of our tagline.
I had the opportunity to direct some of the social assets for the campaign.
We made this t-shirt for the USA vs. Netherlands round of 16 match that FIFA posted on Instagram.
CREDS:
GCD: Marques Gartrell
GCD: Brandon Henderson
ACD: Dan Kenneally
ACD: Macie Soler-Sala
AD: Rebecca Friedman
CW: Chris Wernikowski
