Agency: Leo Burnett | Author: Nick Johnston-Jones |
Giving it 110%
How McDonalds won the 1998 World Cup
McDonalds spent a lot of money sponsoring World Cup 98, but so did a host of other brands. The challenge was to separate McDonalds from the clamour surrounding the tournament. Planning located fresh territory for McDonalds on an overcrowded football pitch, leading to awardwinning creative work that reaffirmed McDonalds position at the heart of British life.
BACKGROUND
Fever Pitch is a term that might have been specially coined for the 1998 World Cup. Englands valiant showing in Euro 96 had whetted the nations...