For the McDonald's sponsorship of the World Cup 2010 we wanted to give McDonald's a role forlongterm commitment to FIFA. We found it in the Feed the passion campaign, that presents McDonald's as the source of energy for the fans. Because cheering takes a lot of energy, McDonald's is there to enable fans to cheer louder, longer and with all their hearts.
Part of the pan-european campaign done by TBWA Berlin is the Wave - a visual representation of the campaign's idea.
Part of the pan-european campaign done by TBWA Berlin is the Wave - a visual representation of the campaign's idea.
The campaign is being executed in 23 countries all over Europe, with The Wave as the OOH installation in most of the markets.
