In 2022, Singapore’s dream of qualifying for the World Cup remained unfulfilled. McDonald’s, an official sponsor of Qatar 2022, wanted to give local fans a reason to rally behind the tournament.
Enter an unlikely hero: Taqi, the first-ever Singaporean VAR official at a World Cup. We turned him into a national icon.
Once Taqi became the talk of the town, we launched the new product line-up and made McDonald’s outlets the go-to place to watch the game.
Awards:
Marketing Excellence Awards – Gold in Sponsorship Activation
MARKies – Gold in Most Creative World Cup Related Campaign
MARKies – Bronze in Most Creative Communications / Public Relations
Marketing Excellence Awards – Gold in Sponsorship Activation
MARKies – Gold in Most Creative World Cup Related Campaign
MARKies – Bronze in Most Creative Communications / Public Relations