The partnership between Neymar Jr. and McDonald’s is gaining momentum with the launch of the “Get Ready for the Excitement” promotion
Late last year, McDonald’s announced soccer player Neymar Jr. as its brand ambassador for initiatives related to the event. The player will carry out a series of exclusive promotions to provide unique experiences for the chain’s millions of customers.
With the “PREPARA” campaign airing since last week, featuring Neymar Jr. and Anitta, the Official Restaurant of the 2018 FIFA World Cup Russia™ continues its communication strategy with yet another phase developed by DPZ&T. This time, the focus is on the promotion that selects the girls and boys who walk onto the field hand-in-hand with the players—this year’s campaign is called “Prepara a Emoção” (Get Ready for the Excitement). The commercial stars Neymar Jr. and his son Davi Lucca.
To participate in the promotion, the child's legal guardian must visit the website www.mcdonalds.com.br/prepara, register by April 16 and enter the drawing. Ten children between the ages of 6 and 10 will be selected by the end of April through the Federal Lottery.
“Neymar Jr. and McDonald’s share values related to success, victories, family, leadership, joy, and boldness. “This promotion is one of the initiatives that best embodies the spirit of McDonald’s, as it is extremely inclusive, just like the brand,” says Roberto Gnypek, vice president of marketing at McDonald’s. “The time has come to invite families to make a dream come true—one that captures all of us and is passed down from generation to generation.”
“The film tells the story, in Neymar Jr.’s own words, of the partnership and friendship he shares with his son, and how he does whatever it takes for him. “Through this emotional lens, we sought to draw a parallel with the emotions parents feel when they see their child take the field in the World Cup, to convey that McDonald’s can help make that dream come true,” says Daniel Motta, creative director at DPZ&T.
The agency also created four official McDonald’s posters for the World Cup. The ads will appear on bus shelters, street clocks, in restaurants, and in TV spots. Created by Daniel Motta, Daniel Mattos, and Tiago Zanatta, the campaign features Carlos Schleder as executive creative director, Daniel Motta as creative director, and Rafael Urenha as general creative director. The illustrations for the posters are by Tiago Zanatta, art director at DPZ&T, and Estúdio Olho Bala.
