Scenes of fan violence have been quite brutal during Euro 2016, which kicked off in France last week. But McDonald's is doing its part to broadcast a message of peace and unity with out-of-home ads that bring nations together, quite literally.
The ads, from BETC Paris, show fans holding scarves that support two countries at the same time—with the country names merging in a Snickers-like bit of wordplay. Sweden and Italy become Swetaly; England and Slovakia become Englakia; and so on.
The campaign, photographed by Kim Reenberg, is intended to promote "tolerance, diversity and generosity," according to the fast-food chain.
The ongoing tagline is, "Come as you are." Despite the ugly scenes outside some matches, there is a lot of truth in the campaign—and camaraderie among opposing fans—even if the country names are imaginary.
Client Management: Xavier Royaux, Nathalie Legarlantezec, Sophie Giry
Agency Management: Henri Tripard, Julien Grimaldi, Juliette Aguglion
Executive Creative Director: Rémi Babinet
Creative Director: Olivier Apers
Art Director: Cyril Arandel
Copywriter: Adrian Skenderovic
Traffic: Stéphanie Renoir-Mousli
Photographer: Kim Reenberg
Art Buyer: Victoria Vingtdeux
Producer: Chantal Bertina, Arno Poulain
Production Company: Rita