Ad of the Day: McDonald’s Brings Nations Together in Outdoor Ads for Euro 2016

BETC fosters a sense of unity

Headshot of Tim Nudd

Scenes of fan violence have been quite brutal during Euro 2016, which kicked off in France last week. But McDonald's is doing its part to broadcast a message of peace and unity with out-of-home ads that bring nations together, quite literally. 

The ads, from BETC Paris, show fans holding scarves that support two countries at the same time—with the country names merging in a Snickers-like bit of wordplay. Sweden and Italy become Swetaly; England and Slovakia become Englakia; and so on.

The campaign, photographed by Kim Reenberg, is intended to promote "tolerance, diversity and generosity," according to the fast-food chain. 

The ongoing tagline is, "Come as you are." Despite the ugly scenes outside some matches, there is a lot of truth in the campaign—and camaraderie among opposing fans—even if the country names are imaginary. 


Client: McDonald's

Client Management: Xavier Royaux, Nathalie Legarlantezec, Sophie Giry

Agency: BETC

Agency Management: Henri Tripard, Julien Grimaldi, Juliette Aguglion

Executive Creative Director: Rémi Babinet

Creative Director: Olivier Apers

Art Director: Cyril Arandel

Copywriter: Adrian Skenderovic

Traffic: Stéphanie Renoir-Mousli

Photographer: Kim Reenberg

Art Buyer: Victoria Vingtdeux

Producer: Chantal Bertina, Arno Poulain

Production Company: Rita

@nudd Tim Nudd is a former creative editor of Adweek.