McDonald’s // FIFA World Cup
As part of their global sponsorship of the 2014 FIFA World Cup, McDonald’s changed the red packaging of its fries. Creating 12 new designs, each package represented a different international artist’s passion for the world’s biggest soccer tournament.
When users scanned the package of recently purchased fries, the McDonald’s GOL! App would launch. By way of their phones, users entered an augmented reality game in which they shot, bounced, flicked, and kicked their way to World Cup glory. The game also allowed players to bounce a digital ball off their own real-world items, meaning every player experienced an entirely unique game that gave them the chance to win badges, share their best goals via social networks, keep up with the latest World Cup news, and showcase their skills for their own country.
As an art director on this campaign, I implemented various artists’ designs into the app and iconic fry packages. I also carried over those designs into experiential and event spaces.
Agencies: The Marketing Store // DDB Role: Art Director
