McDonald's Monopoly - "Peely Peely"

Leo Burnett

Leo Burnett London, Reino Unido

18977

Marca: McDonald's Monopoly
País: Reino Unido

Anunciante: McDonald's

Titulo	Peely Peely
Agência	Leo Burnett
Campanha	Peely Peely
Anunciante	McDonald's
Marca	McDonald's Monopoly
Data da primeira Transmissão/Publicação	2019 / 3
Sector Empresarial	Restaurantes e comida rápida
História	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.
Filosofia	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.
Tipo de Mídia	Televisão
Comprimento	30 seconds
Audio Post Production	750mph
Produtora	Biscuit Filmworks UK
Pós produção	Framestore
Account Management	Alice Slade
Equipa criativa	Danielle Melia
Senior Creative	Gary Lathwell
Diretor dos Negócios	Kate Tweed
Director de contas	Jessica Lyons
Senior Account Manager	Felicity Davies
Account Manager	Blake Field
Executivo de contas	Thomas Schofield
Executivo de contas	Callum Matthews
Agency TV Producer	Helen Choonpicharn
Chief Creative Officer	Chaka Sobhani
Director criativo	Luke Boggins
Director criativo	Dan McCormack
Project Manager	Miles Dell
Digital Director	Jon Sloneem
Senior Digital Planner	Carl Juresic
Senior Social Media Manager	Rory O’Neill
Director, Producer	Phil Horton
Marketing Director Brand & Experience	Ben Fox
Marketing Manager	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
Diretor de Estratégia	Will Butterworth
Planeador estratégico	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
Director de contas	Vicky Marshall
Account Manager	Dilki Weerakoon
Connections Planning Manager	Bea Spring
Activation Associate Director	Ediz Osman
Activation Manager	Sophie Worton
Activation Manager	Jack Kinnear
Agência de Mídia	OMD UK
Agência de Mídia	Talon Outdoor
Agency	The Marketing Store Ltd
Director criativo	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
Redator	Danielle Grogan
Digital Design	Carl Fisk
Group Account Director	Claire Rae
Director de contas	Bryony Ashman
Senior Account Manager	Lucille Pfeiffer
SeniorAccount Manager	Laura-Jane Archer
Senior Account Manager	Amy Hoffbrand
Account Manager	Josie Waller
Account Manager	Laura Serrano Galicia
Account Manager	Sloane Hamilton
Executivo de contas	Rose Butcher
Head of Games Operations	Jeanette Butler
Games Operations	Rina Gandhi
Senior Partnerships Manager	Paul Buckle
Senior Culture Strategist	Megha Sthankiya
Social Media Strategist	Georgie Gayler-Thompson
Project Manager	Kat Burns
Digital Project Manager	Christopher Brooks
Digital Project Director	Axel Murillo
Technical Delivery Manager	Dimith De Alwis
Creative Technology Director	Hils Jakison
Digital Marketing Agency	Armadillo Marketing
Client Services Director	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
Development Lead	Steve Brailey
PR Agency	The RED Consultancy
Senior Consultant	Georgie Chapman
Associate Director	Lucy Hird
Account Manager	Sophie Kinsella
Associate Director	Juliette Alexander
PR Account Executive	Lena Ofosu-Apeasah
Realizador	Michael Downing
Audio Post Production	Sam Robson