About The Project
For this culturally significant campaign, we spearheaded brand partnerships/sponsorship, event curation, digital marketing, and influencer strategies, connecting McDonald’s with some of the UK’s most iconic Black talent, including Stormzy, Maya Jama, Aitch, Giggs and Manny Norte himself.
The campaign garnered nationwide press coverage, positioned McDonald’s as a cultural leader, and authentically connected them to diverse audiences.
coming on board as an agency we successfully curated a brand partnership between McDonald's & Move Good for the Manny Norte Brits After Party 2024. Not only did we bring McDonald's on board as a financial sponsor, but we also used our cultural marketing expertise to turn this sponsorship into a commercial co-branded social campaign and live activation that would further help McDonald's connect to its Black and Diverse audiences.
Understanding the sponsor's needs and goals to better and authentically reach this audience demographic, we curated a talent-led commercial campaign strategy with McDonald’s and Manny Norté. This involved designing and wrapping a McDonald’s van activation that was brought on-site to engage with party guests and to film the co-branded talent campaign live at the Brits After Party with Manny Norté. The campaign also featured some significant celebrities such as Giggs and Aitch.
Authentic Alignment:
-
Cultural relevance: The Brits Afterparty tapped into the significance of the UK’s urban music scene, which resonates strongly with younger and diverse audiences.
-
Talent strategy: Collaborating with Manny Norté and showcasing diverse talent created authenticity and trust.
Results:
-
Over 1 million social media engagements during the campaign.
-
Positive sentiment from younger, urban demographics, with a 15% increase in brand perception surveys among this group.
-
Earned media coverage from outlets like The Daily Mail, Link Up TV & Grime Daily, amplifying the event’s reach.
.jpg)
.jpg)