The brief

There are 3 main goals client would like to achieve with us:

• Excite: Drive mass exposure & reappraisal of McDonald's products
• Connect: Demonstrate experiences & drive purchase intention
• Recruit new users & keep current customers engaged - Tailoring offers aligned to their need states, lifestyle and passion points

My process

After receiving the brief, I did some further research to find out how to best meet client's goals. We had a few alignment meetings with the sales executive and account manager to clarify the brief, gather necessary information, and brainstorm ideas.

Some of the key points that popped up during the discussions:

• What format would be the most suitable for this brief?
• What is the main message we want to convey in order to meet the goals?
• How do we incorporate both aspects of the campaign, McDonald's products as well as World Cup?

After the discussions, we agreed on the following:

• An interactive, immersive ad experience
• Highlight the competitive aspect of football fans as they want to cheer on and represent their favorite team
• Incorporate a hashtag and social sharing function to build the hype

The outcome would be a mini-game that allows you to play as your team of choice, before the actual match happens. Winning the game will allow the user to claim a voucher for McDonald's special bundle.

After agreeing on the concept, our copywriter provided us with the ad copy then we built the individual frames with Photoshop, then mocked up the interaction using After Effects.