McDonald's are a long-time global sponsor for the FIFA World Cup. Yet they had never launched a truly global campaign to celebrate the fact.

This campaign was the first time the brand made a true concerted effort to unify their global investment.

The campaign included a cutting edge AR mobile app built directly with tech giant Qualcomm, an online film and TV spot that was described as “one of the best World Cup ads ever", social content, digital advertising, packaging and digital outdoor.

The AR app was also the world's largest augmented reality game experience ever created as it was launched from 1.5 billion specifically designed fry boxes.