Our brief was to promote McDonald’s sponsorship of grassroots football. We focused on the people that converted that sponsorship into something meaningful: the volunteers. What was the best way of giving these unsung heroes the spotlight they deserved? By idolising them in a way usually reserved for Pelé, Beckham and Messi. The hallowed football sticker. Real stickers for real sticker albums.
How did we get the shots? Not with a photo session but with a football tournament. 14 teams, 400 players, coaches and officials. Guaranteed authenticity.
Once the stickers were made we needed the ultimate venue for them to be seen: Wembley Stadium during The Community Shield Final, Manchester United v Manchester City. Presenting our grass roots heroes to 90,000 spectators. Sticker packs and albums were given to fans at the match as well as appearing on the pitch, in the match programme, on the score board and beyond. Oh, and Man U came from 2 goals down to win 3-2.
The collateral decorated the exclusive Football Association Club, a place frequented by legends of the game. We even had a photo booth for people to make their own football cards.
In-store tray posters featured teams local to the restaurant. The kids became heroes!
Over 100 separate pieces of creative were produced, a true labour of love that was rewarded with reaching the Cannes Lions shortlist.