June 2008
As part of their Beijing 2008 Olympic Games partnership McDonald's is sending 6 kids from Australia and their parents to Beijing. The Champion Kids competition rewards kids for being active and sends them on the trip of a lifetime that includes meeting winning athletes. Leo Burnett Sydney has developed a 60 sec spot that demonstrates what this trip means to the winning kids: it's made their biggest dream come true.
The spot features talking about his passion for sport and dream of going to the Olympic Games. Using a mixture of 2D black and white animation on the walls of the house and live action, the spot brings both the realities of the competition and the emotional magic of the McDonald's brand to life.
On the new campaign Group Business Director Amanda Quested, Leo Burnett Sydney said: “It was really important that this idea was more than just another 'dreams come true' execution we really wanted to bring to life the magnitude of the prize and the magic of the joy it brings to the kids who win. McDonald's is one of the only brands in the world that can make really BIG dreams come true.”
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Read LEO BURNETT ARTICLES on TAXI Design Network
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