McDonald’s Measures Fans’ Passion at UEFA EURO 2012


McDonald’s Europe and DDB’s Pan-European “Passion” campaign revolves around the 2012 UEFA European Football Championship, commonly referred to as Euro 2012, the 14th European Championship for national football teams organised by UEFA.

Passion is a universal emotion, expressed in sport through cheering, singing, and dancing. To measure this sentiment, DDB Paris created a spectacular machine, named the ‘Passion Meter’, which allows football supporters to prove their passion for a country.

From June 8, the Passion Meter has been welcoming supporters in groups of 20 fans at a time at the fan zones in Kiev and Warsaw. The impressive machine stands eight metres tall and weighs five tonnes. Upon entry, the supporters can choose a country and let loose their passion. The machine records and measures the passion of the supporters, adding their score to the total of the chosen country, in order to determine which has generated the most passion.

For all those who cannot travel to these fan zones, football fans can visit, and download the smartphone application, choose their country and record their passion through a webcam or microphone. These performances are also tallied to the corresponding country’s score. The digital experience also allows for sharing of the recordings via Facebook and Twitter, to encourage others to take part. The website includes user-generated contributions as well as fun ‘mockumentaries’ which follow fans of the Italian, Spanish and English teams on their journey to the Passion Meter.

Throughout UEFA EURO 2012, the teasers, banner campaigns, and video content will be available for viewing and sharing in over 20 countries. This important campaign draws upon a live, filmed experience, and a digital experience which uses a website, a mobile app on Android and Apple, Facebook, and provides great potential for sharing on social media.

When UEFA EURO 2012 comes to a close, McDonald’s Europe will announce the winning country that has the most passionate supporters according to the results in the live and digital Passion Meter.

Lastly, DDB Paris will release two exciting ‘Mockumentaries’ running for more than 3 minutes each and focusing on ‘Passion’. Filmed in the style of a documentary, viewers follow three fans : one Italian, one Spanish and one English, all with a story to tell. The production effectively portrays the overflowing and touching passion of these sports fans.


Brand: McDonald’s Europe
Advertiser supervisor: Thomas Truttmann

DDB Paris:
Account Supervisor: Matthieu de Lesseux, Emilie Van den Berghe
Planning: Sébastien Genty
Executive Creative Director: Alexandre Hervé
Art Director: Mathieu Nevians
Copywriter: Olivier Henry
TV Production: Sophie Megrous
Executive Producer: Jacques Lavaud
Launch Date: 8 June 2012

Director: Eivind Holmboe (Salmon)
Executive Producer: Carly Stone
Producer: Michelle Stapleton
Production Manager: Kate Sinden
Production Assistant: Fatima Zaman

Mockumentary Films:
Director of Photography: Ian Murray
First Assistant Director (UK and Italy shoot): Tirso Diaz Jares Rueda
First Assistant Director (Kiev and Warsaw shoot): Javier Soto
Sound Recordist: Richard Munns
DIT: Ray Moody
Offline editor: Jose Ramon Lorenzo Picado and Ray Moody
Online: Framestore
Online Producer – Andy McLintock at Framestore
Online P.A – Marc Page at Framestore
Smoke Operators (Framestore): Tim Greenwood and Matt Clarke
Colourists (Framestore): Teffan Perry and Edwin Metternich
Sound :Hackenbackers Producer: Jules Zabbar
Sound /Hackenbackers: Oliver Brierley, James Feltham & Nick Roberts
Music: Pablo Martin

Making of Films:
Director: Dan Storey
Producer: Daniella Keeble

Company: Hothouse I Want Gets Ltd –
Creative Director: Jez Clarke
Project Manager: Emma Crossley
Project designer: Jamie Campbell
Production Supervisor: Richard Glover
Sound design/Composer: Luis Almau at Soundtree
Sound Producer: Dan Gay at Soundtree

Service Companies:
Italy – Sud and Sud & Akita Film
Akita Film – Production Manager: Massimiliano Villani
Sud and Sud – Executive Producer: Giulia Salvadori
Sud and Sud – Production Manager: Giulia Achilli

Ukraine – Radioaktive Film & Atom Film
Radioaktive – Executive Producer: Roman Kindrachuk
Atom Film – Producer: Kate Galytska
Radioaktive – Production Manager: Yura Galitsky
Atom Film – Production Manager: Andrew Morozov
Atom Film – Production Assistant: Tetyana Kryva

Warsaw – Tank Production
Executive Producer: Dymitr Solomko
Production Assistant: Ida Jablonska

Sara Cosgrove DDB Europe Communications Director