McDonald’s
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McDonald’s *
McDonald's has been a long-time global sponsor of the FIFA World Cup, but it has never launched a truly global campaign to celebrate that fact.
¡GOL! transformed one of McDonald’s most iconic products, the red fry box, into an augmented reality experience aimed at bringing people together to enjoy the beautiful game. It launched in 120 countries simultaneously, and is lauded as one of the most successful World Cup campaigns.
¡GOL!
The game included Qualcomm Vuforia AR technology that allowed game players to bounce a digital soccer ball off real-world items – meaning every player in the world could experience an entirely unique game.
GOL! was the first time this technology had ever been commercially used.
To play the full game, app users had to purchase fries to get a FIFA World Cup™ fry box. Upon scanning a box, players are immersed into a soccer trick shot game in which they shoot, bounce, flick and kick their way to glory.
We collaborated with artists from around the world to change the iconic red packaging of the world's most famous fries.
We made 12 new
iconic fry box designs–
Each represented the artist's passion for The World Cup.
Roles: Strategic Direction, Concepting, Art Direction, Digital Direction
CCO: Ewan Paterson
Creative Directors: Alistair Robertson, Alex Braxton
Technology Partner: Qualcomm
