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GARY LATHWELL
// CREATIVE DIRECTOR / SENIOR CREATIVE
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// MCDONALD'S MONOPOLY
PEELY PEELY
Each year an army of super-fans go mad for Monopoly at McDonald's, but our challenge was to attract new players to the game.
Our solution was Peely Peely! A masonic-style greeting between players. Just a simple 'Peely Peely' finger wiggle showed you were in the club and suddenly anyone not in on the wiggle had a serious case of FOMO.
(Working in partnership with Danielle Melia)
INFLUENCERS & SOCIAL TOOL KIT
Social influencers teased the campaign months before the promotion's launch. Wiggling fingers on Instagram and expressing excitement for the start of Peely Peely. Whatever that was!? Finally, its true meaning was revealed and we gave players the online tool kit to spread the Peely Peely message far and wide.
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