Our primary objective was to broaden the appeal of McDonald's during the World Cup season to Singaporeans who were not particularly invested in football. To achieve this, we designed a month-long campaign which featured exclusive deals only available through the McDonald's app, and pushed the sale of their exclusive in-season McDonald's branded football socks.

Our tagline, "Wanna go to McDonald's?", was used globally to unify the campaign message and create a cohesive brand identity during the World Cup season. Overall, the campaign was a resounding success, generating significant buzz on social media and capturing the attention of our target audience.

This campaign video focuses on how everyone, football fan or not, has decided to come on board the World Cup bandwagon – by displaying the football fever through the wearing of exclusive McDonald's football socks. This video kicked off the day the socks were available in-stores and on McDelivery. Within 2 days, the entire inventory of the socks had been snapped up. GOAL!

This campaign was also a very deal-heavy one, and we sought to create a clear and cohesive messaging throughout: get exclusive deals during the World Cup season to feed your football fever!

To inject some personality into the campaign and make it more engaging, we created two charming sock puppet characters, Linny and Renny. Linny was the energetic hype girl, while Renny was the dependable, level-headed friend. The aim was to create a sense of inclusivity and showcase McDonald's as a welcoming and friendly brand for all.

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We also increased brand engagement with our fans by showing that we were excited to see them put on our special McDonald's football socks!

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This was a final push to drive our audience to get the socks before it got all sold out!

This one's about one's team losing in the latest match.

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And this one's about watching late night games!

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This one's about crowd favourites – as the football players gain more visibility on the pitch!

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And this was after a particularly exciting game

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We also ran other formats like the carousel with a little more storytelling to keep our audience engaged.

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Post Copy: 
Linny is hyped up for the World Cup finals this weekend! Meanwhile, Renny can’t wait for great deals to fuel his match-night munchies.
Get 30% off the Happy Sharing Box A with your bestie today! Now available on the McDonald’s app.
#mcdsg

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Ultimately, this was such a fun campaign to create and watch play out. Not only were we able to bring a cohesive and clear message through each of the assets, but we were also able to bring joy and excitement in different contexts through the highs and lows of the football season. I'd say we came out victorious! 

Client: Hanbaobao
Brand: McDonald's Singapore
Campaign: World Cup 2022: Wanna Go to McDonald's?
Year: 2022
Creative Director: Eugene Tan
Head of Strategy: Yang Jian
Head of Art: Ferooze Tabrani
Senior Art Director: Anson Cheng
Junior Art Director: Larissa Lim
Copywriter: Debby Wan
Editor: Jessie Hoong
Account Management: Jamayne Lam, Claudia Leo
Production House: 2117