DDB Chicago teamed up with Smuggler and Whitehouse Post to create “McDonald’s GOL!,” an online and broadcast spot for the World Cup sponsors.
The 1:50 video (above) celebrates amateur trickshots, including a few from unexpected sources, as players around the world show off their skills in anticipation of the 2014 World Cup, now less than 10 days away. It’s a fun approach, and many of the trickshots are quite impressive. At the conclusion of the video, viewers are prompted to visit gol.mcd.com, home of the campaign’s augmented reality trick shot game.
The app utilizes Qualcomm Vuforia AR technology to allow players to bounce a digital soccer ball off real world items, but only after it is triggered from any of the 12 limited-edition FIFA World Cup™ fry boxes — designed by The Marketing Store, who also led strategy and creative on the campaign. Over the course of the campaign, the game will “be available to play from 1.5 billion fry boxes in almost 120 countries,” making it the largest AR experience ever created. Stick around after the jump for credits and a look at some of the fry boxes.
Title: “McDonald’s GOL!”
Agency: DDB Chicago
Chief Creative Officer: John Maxham
Executive Creative Director: Tony Malcolm
Creative Directors, Copywriters: Alistair Robertson, Geoff McCartney
Creative Director, Art Director: Alex Braxton
Executive Producer, Digital: Jon Ellis
Agency: The Marketing Store Executive Creative Director: Chris Schipke VP Creative Director: Julio Desir Art Director: Zulema Orozco, Alice Xiao Art Buyer: Peter Javier Account: Ed Lancaster, Meredith Cull, Kathleen Ryan Strategy: Burr Gavin Brand Partnerships: Steve Perlman
Director: Henry Alex Rubin
Editorial: Whitehouse Post
Editor: Matthew Wood
Assistant Editor: Caleb Hepler
Executive Producer: Dan Bryant
Producer: Dawn Guzowski