Title | Peely Peely |
Agency | Leo Burnett |
Campaign | Peely Peely |
Advertiser | McDonald's |
Brand | McDonald's Monopoly |
Date of First Broadcast/Publication | 2019 / 3 |
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 | Television |
Length | |
Audio Post Production | 750mph |
Production Company | Biscuit Filmworks UK |
Post Production | Framestore |
Account Management | Alice Slade |
Creative Team | Danielle Melia |
Senior Creative | Gary Lathwell |
Business Director | Kate Tweed |
Account Director | Jessica Lyons |
Senior Account Manager | Felicity Davies |
Account Manager | Blake Field |
Account Executive | Thomas Schofield |
Account Executive | Callum Matthews |
Agency TV Producer | Helen Choonpicharn |
Chief Creative Officer | Chaka Sobhani |
Creative Director | Luke Boggins |
Creative Director | Dan McCormack |
Project Manager | Miles Dell |
Digital Director | Jon Sloneem |
Senior Digital Planner | Carl Juresic |
Senior Social Media Manager | Rory O’Neill |
Director, Producer | Phil Horton |
Marketing Director Brand & Experience | Ben Fox |
Marketing Manager | Sam Houlston |
Senior Brand Manager | Stephanie Storey |
ASSISTANT BRAND MANAGER | Emma O’Neill |
Social Media Editor in Chief | William Bonaddio |
Head of Campaigns and Communities | Louise Page |
Strategy Director | Will Butterworth |
Strategic Planner | Charlie Phillips |
Executive Business Director | Jo Butler |
Client Leadership Associate Director | Lucy Johnson |
Client Leadership & Business Intelligence Manager | Grant Beckley |
Connections Planning Associate Director | Jamie Callaghan |
Connections Planning Associate Director | Tom Kirkham |
Activation Associate Director | Alex Neary |
Activation Manager | Sophia Menelaou |
Activation Manager | Pete Amiri |
Account Director | Vicky Marshall |
Account Manager | Dilki Weerakoon |
Connections Planning Manager | Bea Spring |
Activation Associate Director | Ediz Osman |
Activation Manager | Sophie Worton |
Activation Manager | Jack Kinnear |
Media Agency | OMD UK |
Media Agency | Talon Outdoor |
Agency | The Marketing Store Ltd |
Creative Director | Stephen Bushe |
Senior Designer | Dan Fitzpatrick |
Senior Designer | Lilly Chambers |
Creative Head, Motion | Ben Parsons |
Motion Graphics Art Director | Ivan Brouttet |
Junior Art Director | Melissa Shergold |
Copywriter | Danielle Grogan |
Digital Design | Carl Fisk |
Group Account Director | Claire Rae |
Account Director | Bryony Ashman |
Senior Account Manager | Lucille Pfeiffer |
SeniorAccount Manager | Laura-Jane Archer |
Senior Account Manager | Amy Hoffbrand |
Account Manager | Josie Waller |
Account Manager | Laura Serrano Galicia |
Account Manager | Sloane Hamilton |
Account Executive | Rose Butcher |
Head of Games Operations | Jeanette Butler |
Games Operations | Rina Gandhi |
Senior Partnerships Manager | Paul Buckle |
Senior Culture Strategist | Megha Sthankiya |
Social Media Strategist | Georgie Gayler-Thompson |
Project Manager | Kat Burns |
Digital Project Manager | Christopher Brooks |
Digital Project Director | Axel Murillo |
Technical Delivery Manager | Dimith De Alwis |
Creative Technology Director | Hils Jakison |
Digital Marketing Agency | Armadillo Marketing |
Client Services Director | Steve Jefferys |
Senior Account Manager | Becky Howell |
Senior Account Manager | Rebecca Naydorf-Hannis |
Planning Director | Fiona Craig |
Digital Experience Director | Rob Pellow |
Head of Data | Nicholas Blake |
Planner | Luke Collins |
Senior Copywriter | Carolyn Carswell |
Lead Designer | Ella Johnson |
Digital Operations Manager | Shane Withers |
Development Lead | Steve Brailey |
PR Agency | The RED Consultancy |
Senior Consultant | Georgie Chapman |
Associate Director | Lucy Hird |
Account Manager | Sophie Kinsella |
Associate Director | Juliette Alexander |
PR Account Executive | Lena Ofosu-Apeasah |
Director | Michael Downing |
Audio Post Production | Sam Robson |