Fast food giant McDonald’s Australia has worked with media agency OMD Fuse Sydney to send the winners of a competition to the 2012 London Olympics.
The initiative is part of McDonald’s global Champions of Play campaign, which is supported by a microsite, in partnership with NineMSN.
The six winners were picked from 2000 entries and to demonstrate the values of play (confidence, fair Play, team work and resilience).
Another part of the campaign involved a community event held outside of Brisbane, at which five Queensland sports clubs competed in a mini-Olympics. The winning club got a $10,000 grant to help pay for equipment.
The local activation of the campaign will feature on McDonald’s Youtube. The Champions of Play competition will be screened as a documentary series about the kids who entered the competition. The documentary will be used as a TVC.
Client: McDonald’s Australia
Agency: OMD Fuse
Production Company: Infinity2
Events Agency: Sense Events