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 | |
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 |