McDonald's Sponsorship of 2012 - We All Make The Games

In 2012 a firestorm of criticism enveloped McDonald’s’ sponsorship of the Olympic and Paralympic Games due to questions about its appropriateness. The challenge was to drive affinity for the brand by making people feel good about its association with London 2012. The campaign focused on the Games’ collective experience, expressed in the line ‘We all make the Games’, activated with a responsive, multiplatform approach that captured the evolving story of London 2012. The campaign persuaded people of a credible link between McDonald’s and the Games