McDonald's Monopoly - "Peely Peely"

Leo Burnett

Leo Burnett London, United Kingdom

18999

Бренд: McDonald's Monopoly
Страна: United Kingdom

Рекламодатель: McDonald's

Заголовок	Peely Peely
Агентство	Leo Burnett
Кампания	Peely Peely
Рекламодатель	McDonald's
Бренд	McDonald's Monopoly
Дата первой трансляции/Публикации	2019 / 3
Бизнес сектор	Рестораны и кафе быстрого приготовления
История	The campaign follows the story of Jon, and the day he realises just how out of the loop he is with this new social phenomenon. Jon goes about his day permanently baffled as all around him people are wiggling their forefingers saying “Peely Peely?”. His work colleagues are doing it, a couple on his morning commute are doing it and even his friends are doing it to each other. What’s going on? As the film continues, it is clear everyone knows the Monopoly game is back at McDonald’s and that a simple peel of the sticker can win you prizes. The prizes on offer are brought to life with a 3D animation sequence developed by The Marketing Store who have created this visual identity used across all touchpoints of the campaign.
философия	With a shared ambition to make the Monopoly game more famous than ever – Leo Burnett London developed a campaign to compel more and more people to get ‘peeling’ by reminding fans to play again this year, and giving people who don’t often play a reason to get involved. Tapping into the innate truth that people don’t want to miss out on what their friends are doing, the integrated campaign touches upon on the social isolation experienced by people who miss out on what friends, colleagues and family are all aware of when using the universal ‘Peely Peely’ code. The campaign follows the story of Jon, and the day he realises just how out of the loop he is with this new social phenomenon. Jon goes about his day permanently baffled as all around him people are wiggling their forefingers saying “Peely Peely?”. His work colleagues are doing it, a couple on his morning commute are doing it and even his friends are doing it to each other. What’s going on? As the film continues, it is clear everyone knows the Monopoly game is back at McDonald’s and that a simple peel of the sticker can win you prizes. The prizes on offer are brought to life with a 3D animation sequence developed by The Marketing Store who have created this visual identity used across all touchpoints of the campaign. Prior to launch, McDonald’s capitalised on the online excitement around the game’s return by flooding their social channels with Peely Peely GIFs and social stickers with the GIFs already clocking over 1.3 million views. This was amplified by influencer activation from RED consultancy from 14th March as the nation gets Peely Peely.
Тип медиа	Телевидение
Длина	30 seconds
Аудио послепроизводственный этап	750mph
Продакшн Студия	Biscuit Filmworks UK
Послепроизводственный этап	Framestore
Управление аккаунтом	Alice Slade
Креативная команда	Danielle Melia
Senior Creative	Gary Lathwell
Коммерческий директор	Kate Tweed
Директор рабочей группы клиента	Jessica Lyons
Senior Account Manager	Felicity Davies
Специалист по работе с заказчиками	Blake Field
Делопроизводитель	Thomas Schofield
Делопроизводитель	Callum Matthews
Телепродюсер агентства	Helen Choonpicharn
Главный креативный директор	Chaka Sobhani
Креативный директор	Luke Boggins
Креативный директор	Dan McCormack
Менеджер проекта	Miles Dell
Директор цифрового формата	Jon Sloneem
Senior Digital Planner	Carl Juresic
Senior Social Media Manager	Rory O’Neill
Director, Producer	Phil Horton
Marketing Director Brand & Experience	Ben Fox
Менеджер по маркетингу	Sam Houlston
Senior Brand Manager	Stephanie Storey
ASSISTANT BRAND MANAGER	Emma O’Neill
Social Media Editor in Chief	William Bonaddio
Head of Campaigns and Communities	Louise Page
Стратегический директор	Will Butterworth
Стратегический планировщик	Charlie Phillips
Executive Business Director	Jo Butler
Client Leadership Associate Director	Lucy Johnson
Client Leadership & Business Intelligence Manager	Grant Beckley
Connections Planning Associate Director	Jamie Callaghan
Connections Planning Associate Director	Tom Kirkham
Activation Associate Director	Alex Neary
Activation Manager	Sophia Menelaou
Activation Manager	Pete Amiri
Директор рабочей группы клиента	Vicky Marshall
Специалист по работе с заказчиками	Dilki Weerakoon
Connections Planning Manager	Bea Spring
Activation Associate Director	Ediz Osman
Activation Manager	Sophie Worton
Activation Manager	Jack Kinnear
Медиа-агентство	OMD UK
Медиа-агентство	Talon Outdoor
Агентство	The Marketing Store Ltd
Креативный директор	Stephen Bushe
Senior Designer	Dan Fitzpatrick
Senior Designer	Lilly Chambers
Creative Head, Motion	Ben Parsons
Motion Graphics Art Director	Ivan Brouttet
Junior Art Director	Melissa Shergold
Копирайтер	Danielle Grogan
Цифровой дизайн	Carl Fisk
Group Account Director	Claire Rae
Директор рабочей группы клиента	Bryony Ashman
Senior Account Manager	Lucille Pfeiffer
SeniorAccount Manager	Laura-Jane Archer
Senior Account Manager	Amy Hoffbrand
Специалист по работе с заказчиками	Josie Waller
Специалист по работе с заказчиками	Laura Serrano Galicia
Специалист по работе с заказчиками	Sloane Hamilton
Делопроизводитель	Rose Butcher
Head of Games Operations	Jeanette Butler
Games Operations	Rina Gandhi
Senior Partnerships Manager	Paul Buckle
Senior Culture Strategist	Megha Sthankiya
Стратег по социальным сетям	Georgie Gayler-Thompson
Менеджер проекта	Kat Burns
Менеджер проекта в цифровом формате	Christopher Brooks
Digital Project Director	Axel Murillo
Технический менеджер по доставке	Dimith De Alwis
Creative Technology Director	Hils Jakison
Digital Marketing Agency	Armadillo Marketing
Директор по обслуживанию клиентов	Steve Jefferys
Senior Account Manager	Becky Howell
Senior Account Manager	Rebecca Naydorf-Hannis
Planning Director	Fiona Craig
Digital Experience Director	Rob Pellow
Head of Data	Nicholas Blake
Planner	Luke Collins
Senior Copywriter	Carolyn Carswell
Lead Designer	Ella Johnson
Digital Operations Manager	Shane Withers
Ведущий сотрудник по разработке	Steve Brailey
PR-агентство	The RED Consultancy
Senior Consultant	Georgie Chapman
Associate Director	Lucy Hird
Специалист по работе с заказчиками	Sophie Kinsella
Associate Director	Juliette Alexander
PR Account Executive	Lena Ofosu-Apeasah
Директор	Michael Downing
Аудио послепроизводственный этап	Sam Robson