The idea combines soccer and the russian culture together with McDonald’s icons in a contemporary and proprietary language, communicating in a clear and direct way to the public that the brand is the sponsor for the 2018 FIFA World Cup Russia.

We used the iconic products from McDonald’s as a base for the illustrations and we combined them with elements from soccer and russian culture. The choice of the graphic language was based on the maximum simplification and reduction of the formats (flat/simple design) on wood textures that bring the rustic finish of soccer itself to the campaign.

The computerized vector images and color studies are based on McDonald’s guidelines.

The images bring an identification of the brazilian people with the World Cup to the campaign, since soccer and McDonald’s elements are integrated in one unique aspect. The illustrations are present in all of McDonald’s corporate communication throughout brazilian territory during the event.

The campaign brings McDonald’s recognition as one of the biggest sponsors of the 2018 FIFA World Cup Russia, and, at the same time, talks to people from every social class since it combines elements that are loved by all, such as soccer and the iconic products from McDonald’s.