McDonald’s sends kids to the Olympics
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).
I actually think this work is far better than the conventional Maccas spot activity running at the moment – nice work OMD/ Fuse
I’m sorry but I’m not feeling this.
This is just pure exploitation of children in my humble opinion and as for those four values, where did they come from? It is not a fact when you say ‘it is said’.
Apart from the very contrived nature of the whole event, the proposition that McDonalds is the champion of play is a big stretch for me, not grounded in any product truth or brand offering, apart from cash, either through prize money or sponsorship of the olympics that is.
Maybe it is because I can see straight through the hole left where brand planning should be but this actually makes be sad for our industry. It takes us back 20 years.
Will the winners have to eat McD’s every day while in London?