Jessica Lyons
Account Director at Leo Burnett London
London, United Kingdom
TitleGym Weight
Agency
Campaign Peely Peely
Advertiser McDonald's
Brand McDonald's Monopoly
Date of First Broadcast/Publication
Business Sector Restaurants & Fast Food
Story The campaign follows the story of Jon, and the day he realises just how out of the loop he is with this new social phenomenon. Jon goes about his day permanently baffled as all around him people are wiggling their forefingers saying “Peely Peely?”. His work colleagues are doing it, a couple on his morning commute are doing it and even his friends are doing it to each other. What’s going on? As the film continues, it is clear everyone knows the Monopoly game is back at McDonald’s and that a simple peel of the sticker can win you prizes. The prizes on offer are brought to life with a 3D animation sequence developed by The Marketing Store who have created this visual identity used across all touchpoints of the campaign.
Philosophy With a shared ambition to make the Monopoly game more famous than ever – Leo Burnett London developed a campaign to compel more and more people to get ‘peeling’ by reminding fans to play again this year, and giving people who don’t often play a reason to get involved. Tapping into the innate truth that people don’t want to miss out on what their friends are doing, the integrated campaign touches upon on the social isolation experienced by people who miss out on what friends, colleagues and family are all aware of when using the universal ‘Peely Peely’ code. The campaign follows the story of Jon, and the day he realises just how out of the loop he is with this new social phenomenon. Jon goes about his day permanently baffled as all around him people are wiggling their forefingers saying “Peely Peely?”. His work colleagues are doing it, a couple on his morning commute are doing it and even his friends are doing it to each other. What’s going on? As the film continues, it is clear everyone knows the Monopoly game is back at McDonald’s and that a simple peel of the sticker can win you prizes. The prizes on offer are brought to life with a 3D animation sequence developed by The Marketing Store who have created this visual identity used across all touchpoints of the campaign. Prior to launch, McDonald’s capitalised on the online excitement around the game’s return by flooding their social channels with Peely Peely GIFs and social stickers with the GIFs already clocking over 1.3 million views. This was amplified by influencer activation from RED consultancy from 14th March as the nation gets Peely Peely.
Media Type Other Animation
Length
Post Production
Audio Post Production
Production Company
Account Management
Creative Team
Senior Creative
Business Director
Account Director
Senior Account Manager
Account Manager
Account Executive
Account Executive
Agency TV Producer
Chief Creative Officer
Creative Director
Creative Director
Project Manager
Digital Director
Senior Digital Planner
Senior Social Media Manager
Director, Producer
Marketing Director Brand & Experience
Marketing Manager
Senior Brand Manager
ASSISTANT BRAND MANAGER
Social Media Editor in Chief
Head of Campaigns and Communities
Strategy Director
Strategic Planner
Executive Business Director
Client Leadership Associate Director
Client Leadership & Business Intelligence Manager
Connections Planning Associate Director
Connections Planning Associate Director
Activation Associate Director
Activation Manager
Activation Manager
Account Director
Account Manager
Connections Planning Manager
Activation Associate Director
Activation Manager
Activation Manager
Media Agency
Media Agency
Agency
Creative Director
Senior Designer
Senior Designer
Creative Head, Motion
Motion Graphics Art Director
Junior Art Director
Copywriter
Digital Design
Group Account Director
Account Director
Senior Account Manager
SeniorAccount Manager
Senior Account Manager
Account Manager
Account Manager
Account Manager
Account Executive
Head of Games Operations
Games Operations
Senior Partnerships Manager
Senior Culture Strategist
Social Media Strategist
Project Manager
Digital Project Manager
Digital Project Director
Technical Delivery Manager
Creative Technology Director
Digital Marketing Agency
Client Services Director
Senior Account Manager
Senior Account Manager
Planning Director
Digital Experience Director
Head of Data
Planner
Senior Copywriter
Lead Designer
Digital Operations Manager
Development Lead
PR Agency
Senior Consultant
Associate Director
Account Manager
Associate Director
PR Account Executive
Director
Audio Post Production

People related to this work

Related Ads

Trending

Create a free Talent profile and become a member of AdForum

Get Started