The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2016 One Show - Branded Entertainment

Move Update. The Open Source Project

Agency DDB&tribal / Warsaw

Client McDonald's Polska
BACK TO RESULTS

Annual ID

BE16095M

About the Work

PROBLEM The task was to create a branded content platform for all McDonald's games. The aim was to create a consistent communication platform addressed to the generation Z (people born after 1990). That’s why fit and health aspects were very important in finding the right solution. SOLUTION Move Update is the world’s first environment turning real life data collected by fitness apps into mobile games bonuses. All you have to do is connect the game with your fit app like RunKeeper, Fit Bit or Strava. From now on, the more you move in real life the more powerful, faster and stronger you become in the games. We updated already existing McDonald’s games, while new ones will come out with this feature already included. Games featuring Move Update had been installed on more than 200 000 devices.