FC BURGER MUNICH - THE McDONALD'S STADIUM TAKE-OVER
| Title | FC BURGER MUNICH - THE McDONALD'S STADIUM TAKE-OVER |
| Brand | McDONALD'S |
| Product/Service | MCB. |
| Category |
D02. Use of Ambient Outdoor |
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Entrant
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LEO BURNETT FRANKFURT, GERMANY
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Idea Creation
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LEO BURNETT FRANKFURT, GERMANY
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Idea Creation 2
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THJNK Hamburg, GERMANY
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Additional Company
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McDONALD'S DEUTSCHLAND Munich, GERMANY
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Credits
| Andreas Pauli |
Leo Burnett Germany |
CCO |
| Armin Jochum |
Thjnk AG |
CCO |
| Joerg Hoffmann |
Leo Burnett Germany |
Creative Director |
| Christoph Wick |
Leo Burnett Germany |
Creative Director |
| Till Rothweiler |
Leo Burnett Germany |
Senior Art Director |
| Andreas Daum |
Leo Burnett Germany |
Senior Copywriter |
| Alexander Kaesler |
Leo Burnett Germany |
Agency Producer |
| Isabel Padberg |
Leo Burnett Germany |
Account Director |
| Anna Pichutta |
Leo Burnett Germany |
Account Manager |
| Sascha Klein |
Leo Burnett Germany |
Social Media Director |
| Valentin Dietmar |
Leo Burnett Germany |
Social Media |
| Viktor Kislovskij |
Leo Burnett Germany |
Social Media |
Brief Explanation
Take-overs are always a great way to stir buzz. But so far they have only been done online. Our idea was to take the take-over into the real world and the Allianz Arena was the perfect fit. It is one of the most iconic buildings in Germany, it belongs to the FC Bayern Munich, the most famous soccer clubs in Germany, and is shaped like a burger.
For three days 300.00 LEDs transformed the 26.000 square meter facade of the stadium into a giant burger, creating the largest outdoor advertising ever at one of Germany’s busiest freeway interchanges. This event was combined with an interactive social media component, where people could shut the burger down by sharing pictures of it and thus seemingly eat the giant burger.