McDonald’s, the official restaurant of London 2012 Olympics, has unveiled some details of its Olympic and Paralympic campaign entitled ‘ We All Make The Games,’ it will feature guerrilla videos and TV commercials by Leo Burnett focused on people and important moments of the games.

Photo: McDonald’s ‘We All Make the Games,’ from marketingmagazine.co.uk

McDonald’s spent £10 million on the campaign, which will run for 10 weeks over the summer, says Marketing Magazine. The fast food chain leader will launch the campaign close to the start of the Olympics. It has already introduced a new uniform for its stuff by Wayne Hemingway.

«‘We All Make The Games’ will document, replay and celebrate the people, moments, and emotions that will all help make the London 2012 Olympics and Paralympic Games a spectacular event and nationwide celebration,» said McDonalds, which is intended to widely use social channels to provide users with documentary material and let them share their own Olympics-related content.

The company will also use the interior of its flagship restaurant at the Olympic Park, which will show personal stories from around the country and create outdoor ads.

The campaign’s highlight is a mosaic design, created by The Marketing Store. It features thousands of portrait photographs, which forms composite images of McDonald’s customers, employees, and some of the British farmers who supply ingredients for the McDonald’s menu.

Alistair Macrow, vice-president marketing, McDonald’s UK, commented: «The ‘We All Make the Games’ campaign will capture people’s emotions, humor and experiences in real time, and we hope to become a barometer for the mood of the nation during the Games.»