McDonald's wanted to playfully encourage youngsters to stop littering in the areas outside of McDonald's restaurants in a cool way.
Young people, internet-savvy.
But can the idea of throwing away your trash get viral? Yes it can. About two months before the FIFA World Cup™ in South Africa, we gave the young target group the opportunity to place themselves within the role of cool and trendy street kickers with pro skills. They could map their own faces into a pre-prepared video and then watch themselves perform litter busting football tricks with some incredible skills.
Technical background: A highly evolved, flash-based face-mapping technology displays the user as a talented player within seconds.
28.000 people kicked the trash during the campaign’s running time.
Over a million videos were watched. And last but not least: there were 5700 filled trash bins around McDonald’s Restaurants.