Are you a sore loser? Of course, you don’t think you are, but no one likes to lose. Getting people to identify with sore losers in an ad, making sore losers likeable is tricky. If you can pull it off, you have a winning campaign for a game in which everyone wins. In this case, the game is McDonald’s Everyone’s-a-Winner Monopoly and the agency that pulled off the tricky campaign idea is DDB Paris.
Watch how the agency did it:
Director, Emma Luchini, and creative director, Mélanie Pennec, explained, “Sore losers. It’s a really challenging theme. These characters have to move us. We’ve got to identify with them. Like blunderers, hypochondriacs and cheapskates, sore losers are eternally comical figures. There’s something profoundly human about them. But to create them, you need real-life scenarios first. These characters have to actually exist. They can’t look like puppets in fake dialogues.”
