McDonald's and Leo Burnett London launch a poignant, real-life addition to its "We All Make the Games" campaign. The campaign first launched with a serious of spectator-focused print ads and a spot highlighting various audience members like "The Sulky Pants" and "The Blubbering Wreck." Now that the games are underway, with the help of Moxie directors Neil Gorringe and Luke Franklin, they were able to capture real-life Olympics spectators in this new feel-good spot.
The campaign also includes a social component in which fans have been invited to upload their Olympics moments, some of which have been featured on digital billboards that are refreshed daily. The user-generated elements, as well as more documentary footage will be featured in an upcoming commercial.