McDonald's "We the (In)visible"
The 6th Annual Awards
- Best Advertisement: 61 Sec and Over
- Diversity Equity Inclusion & Belonging
ABOUT THIS ENTRY
People with disabilities often feel invisible in society. This is particularly true for athletes in Para sport, whose outstanding achievements go unnoticed. McDonald's Germany highlighting this invisibility for the first time as part of its partnership with the German Disabled Sports Association (DBS) and now joining forces with their franchisees to set an example of inclusion in everyday life.
How does this represent “Excellence in Engagement”?
This eye-opening idea counteracted the invisibility of Para sport for the first time. From here on, people will always look back on the successful DBS partnership, which strongly emphasizes McDonald's Germany's lived inclusion and equally recognizes the Para athletes and their achievements.
Objective
Despite outstanding performances, German para sport lacks visibility. We wanted to give para athletes the attention they deserve.
Strategy & Execution
To draw attention to the lack of visibility of para athletes, we simply make them disappear in our film and showed sports scenes without showing the actual athletes. In the middle of the film, we surprisingly resolve with "WE THE INVISIBLE" that Para sport deserves more visibility.
Organizations
- Jung von Matt SPORTS
- McDonald's Germany
- German Disabled Sports Association (DBS)
- Jung von Matt HAMBURG
- Sterntag Film GmbH
- zornshot GmbH
- Wolfsrudel Music
- Hyve Audio
Links
Credits
Robert Zitzmann
Managing Director
Jung von Matt SPORTS
Katja Kraus
Managing Director
Jung von Matt SPORTS
Ronnie Patt
Executive Creative Director
Jung von Matt SPORTS
Alexander Michaelsen
Executive Creative Director
Jung von Matt SPORTS
Jakob Rabold
Creative Director
Jung von Matt SPORTS
Muhamed Braimi
Senior Art Director
Jung von Matt SPORTS
Henry Bollmann
Copywriter
Jung von Matt SPORTS
Lukas Hartmann
Head of Strategy
Jung von Matt SPORTS
Fabio Gericke
Senior Strategist
Jung von Matt SPORTS
Carl Kuhn
Executive Client Services Director
Jung von Matt SPORTS
Finn Schulz
Senior Account Manager
Jung von Matt SPORTS
Jonas Neumann
Junior Account Manager
Jung von Matt SPORTS
Johannes Haverkamp
Head of TV & Production
Jung von Matt HAMBURG
Annika Neumann
Production Lead
Jung von Matt HAMBURG
Sophie Lotsch
Senior Producer
Jung von Matt HAMBURG
Markus Weiß
Director Impact
McDonald's Germany
Katharina Müller
Department Head Trust Initiatives
McDonald's Germany
Jonas Starick
Specialist Media & Dialog
McDonald's Germany
Stefan Kiefer
Secretary General
German Disabled Sports Association (DBS)
Markéta Marzoli
Director Communication & Marketing
German Disabled Sports Association (DBS)
Michael Nordhaus
Marketing Manager
German Disabled Sports Association (DBS)
Nico Feißt
Athlete Manager
German Disabled Sports Association (DBS)
Oliver Bernotat
Director
Jung von Matt HAMBURG
Tim Bieker
DOP
Sterntag Film GmbH
Philip Chrobot
Executive Producer
Sterntag Film GmbH
Christian Arnold
Producer
Sterntag Film GmbH
Marie Laudenbach
PA
Sterntag Film GmbH
Tim Großkurth
1st AD
Sterntag Film GmbH
Jan Schulz
VFX Supervisor
Sterntag Film GmbH
Raban Schwebius
Post Producer
Sterntag Film GmbH
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
