Campaign from Cawley Nea\TBWA targets both humans and dogs as global promotion hits Ireland for the first time ever.
Cawley Nea\TBWA has created an ‘Unbelievably Huge’ campaign for McDonald’s Ireland as, for the first time ever, the fast-food giant launches its globally successful Monopoly promotion into the Irish market with a number of large scale playing pieces.
Launching across Ireland, the campaign will primarily roll out across TV, Cinema, outdoor and social platforms and has been preceded by a weeklong series of social teasers, in which a new film suggesting that something huge was imminent was released every day in the build-up.
Des Creedon, Creative Director at Cawley Nea\TBWA, comments: “McDonald’s and Monopoly have had a perfect partnership across many countries from all over the world. In fact, the highly-anticipated promotion has taken on a cult-like status in many markets, with consumers looking forward to the game coming to McDonald’s every year. This year is the first time that the people of Ireland will get to play, so it’s going to be the start of something ‘Unbelievably Huge’ in this country!”
To convey just how big a deal it is that the Monopoly promotion is finally launching in Ireland, the film and print elements of the campaign are centred on huge versions of the board game’s iconic tokens. In the TVC, our hero’s dog pales in comparison with the giant Monopoly Scottie dog, whilst the outdoor campaign also continues the ‘unbelievably huge’ theme by featuring oversized game tokens in restaurant scenes and highlights the fantastic prizes that can be won.
Creedon adds: “The aim is to get the Irish population excited about participating in the biggest game to hit our shores in many a year. It’s going to be huge and a complete ‘prize mania’!”
A unique element of the campaign is the inclusion of a dog whistle within the sound bed of the 30” TVC. The sound will grab the attention of dog owners as their family pets are drawn to the sound, which the human ear will be unable to hear.
Agency: CAWLEY NEA/ TBWA
Creative Director: Des Creedon
Creatives: Niall Staines & Des Creedon
Agency Producer: Alex Cullen
Agency Group Account Director: Laura Daley
Agency Account Manager: Siobhan McEvoy
Agency Account Executive: Lara Walsh
Production Company: Red Rage Films
Director: Lena Beug
Executive Producer: Gary Moore
Sound Design: Paul Lynch @ Mutiny
Post Production: Windmill Lane
Editor: Vinny Beirne
VFX: John Kennedy & Fred Burdy
Starring as Fenton: Lucy