| Title | FRYFUTBOL |
| Brand | McDONALD´S EUROPE |
| Product/Service | FRENCH FRIES |
| Category |
A03. ACHIEVEMENT IN PRODUCTION |
|
Entrant Company
|
FACEBOOK London, UNITED KINGDOM
|
|
Advertising Agency
|
FACEBOOK London, UNITED KINGDOM
|
|
Media Agency
|
OMD INTERNATIONAL London, UNITED KINGDOM
|
|
Production Company
|
FRAMESTORE, UNITED KINGDOM
|
Credits
| Mark D'arcy |
Facebook |
Chief Creative Officer/Facebook Creative Shop |
| Rob Newlan |
Facebook |
Head Of Creative Shop/Emea |
| Jill Gray |
Facebook |
Lead Creative Strategist/Creative Shop London |
| Thomas Truttman |
Mcdonald's |
Vp Marketing |
| Kj Weir |
Facebook |
Global Agency Partner |
| Wayne Harris |
Facebook |
Client Partner |
| Chris Farrow |
OMD |
Account Director |
| Helene Atkinson |
OMD |
Executive Director |
| David Hay |
Framestore |
Producer |
| Liam Hopkins |
Arc Worldwide Sponsorship) |
Account Director |
| Stephen Haines |
Facebook |
Global Agency Director |
| Caron Beith |
Arc Worldwide Sponsorship) |
Head Of Arc Sponsorship |
| Catherine Flynn |
Facebook |
Client Solutions Manager |
| Laurie Castelli |
Freelance |
Agency Producer |
| Jon Riche |
Framestore |
Director |
| Toby Walsham |
Framestore |
Assistant Director |
| Nikhil Shah |
Facebook |
Measurement Solutions Analyst |
| Emma Thompson |
Framestore |
Producer |
Brief Explanation
There’s been an explosion of Branded Content and a major shift in how this content is being consumed across Europe.
This digital video and mobile-driven landscape set a clear path for how McDonald’s could best leverage its World Cup Sponsorship across the region.
According to internal research, 76% of people who watch video online say that Facebook is their top source for discovery. Facebook is seeing over 1 billion video views per day, with 65% of those happening on mobile.
Creative Execution
Work on the FryFutbol campaign began with the construction of a stadium in Facebook's London HQ. It was completed using 1,600 McDonald's cartons, and was flexible enough to allow multiple grown adults to sit on top of it moving fries around while remaining out of frame to give the crowd a sense of motion.
The moment the last game ended each day in Brazil, the team had 45 minutes to storyboard a concept based on the most exciting, interesting or likely-to-be-talked about play of the day, whether it was a goal, performance, or even an almighty mid-match downpour. After the storyboard was in place, a midnight call was placed to McDonald's legal team for approval. That left 30 minutes to create props, 4 hours to shoot and 2 hours to edit before another call to the lawyers.
The editor (who doubled up as the sound and graphics guy) would get briefed on the storyboard at the same time as the crew and art department, and start his search for sound effects. Footage was converted and graded as it was shot, with a minimum of 25 takes needed to recreate each play.
Once the film was in the can, the director, who was also the voiceover guy, would pop into the editing room next to the set and record VO in a tiny makeshift sound booth. With the finished product shipping to 37 countries, there was no time for translations. So the team invented a new language, Frylish.