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                                      🎉 2022 Shortlist

                                      #50for50: Germany's Longest Sponsorship Contract

                                      Entrant: Jung von Matt SPORTS 

                                      NOMINEE 2x ✨
                                      • Best Engagement for Good
                                      • Best Brand Sponsorship

                                      McDonalds Germany - #50for50

                                      ABOUT THIS ENTRY

                                      For its 50th birthday, McDonald’s gave away a 50-year sponsorship to help an amateur sports club overcome the consequences of the pandemic. Under the motto #50for50, clubs from all over Germany could give their “50” to get the 50 years.

                                      How does this represent “Excellence in Engagement”?

                                      Usually, a sponsorship is only for the moment. Often it is only about the quick effect, to profit from the hype or to be able to advertise with the faces of the best athletes.

                                      With the longest sponsorship, McDonald's not only changed the unwritten laws of sponsorship but also showed that a sponsorship is more than just a logo on the chest, that it is rather about believing in something and making a strong commitment to it.

                                      Objective: 50 years of McDonald's in Germany: A lot has happened in half a century, but one thing never changed: McDonald’s support for amateur sports clubs all over Germany.

                                      But right to McDonald’s anniversary year, amateur sports all over the country suffered due to the consequences of the pandemic: declining memberships, a lack of income and ongoing costs. All of that led to existential problems for lots of clubs.

                                      That's why McDonald's wanted to support amateur sports with an engaging campaign that stuck with the claim "All with you”.

                                      Strategy & Execution: For its 50th, McDonald's did something no one had never been done before: They offered the longest sponsorship contract in Germany – a 50-year sponsorship – to one amateur sports club. A contract that helps the winner not only to survive the crisis but also to build on in the future.

                                      To find the right club, McDonald's opened a nationwide casting with the motto: #50for50,

                                      because all the amateur sports clubs had to do to get 50 was to give 50. 50 Backflips, goals, tricks or whatever came to their mind - there were no limits to creativity. Lots of clubs took part, nominated each other and send in their most creative 50 they could give.

                                      Results: After 3 weeks, the application phase ended and a jury out of Olympic and world champions, famous sports influencers and commentators chose the winner: the Chemnitz Swimming Club.

                                      A club that inspires many children from the region to swim.

                                      The campaign was a great success: 101 million ad impressions, lots of positive user reactions, countless press reports, and a clear message: "All with you". Because with the campaign, McDonald's proved again that they really care about amateur sports not just for the moment, but forever.

                                      Production

                                      Jung von Matt SPORTS 
                                      CNDY Film 
                                      Harvest Digital Agriculture 


                                      Credits

                                      Robert Zitzmann
                                      Managing Director
                                      Jung von Matt SPORTS 

                                      Katja Kraus
                                      Managing Director
                                      Jung von Matt SPORTS 

                                      Juliane Weber
                                      Client Service Director
                                      Jung von Matt SPORTS 

                                      Felix Beham
                                      Senior Project Manager
                                      Jung von Matt SPORTS 

                                      Felix Appelfeller
                                      Head of Sponsoring
                                      Jung von Matt SPORTS 

                                      Jakob Lauschner
                                      Project Manager Sponsoring
                                      Jung von Matt SPORTS 

                                      Alexander Michaelson 
                                      Executive Creative Director
                                      Jung von Matt SPORTS 

                                      Ronnie Patt
                                      Executive Creative Director
                                      Jung von Matt SPORTS 

                                      Michael HĂĽlsbeck 
                                      Senior Art Director 
                                      Jung von Matt SPORTS 

                                      Bernhard Hörlberger
                                      Art Director

                                      Mattias Jahn
                                      Creative Director Copy
                                      Jung von Matt SPORTS 

                                      Alexandra Beck
                                      Copywriter

                                      Markus Weiss
                                      Director Corporate Affairs
                                      McDonald’s Deutschland LLC

                                      Katharina MĂĽller
                                      Senior Team Manager Corporate Affairs
                                      McDonald’s Deutschland LLC

                                      Nina Methe
                                      Senior Manager Corporate Affairs 
                                      McDonald’s Deutschland LLC

                                      Christine Rathjen
                                      Specialist Corporate Affairs 
                                      McDonald’s Deutschland LLC

                                      Jonas Starick
                                      Specialist Corporate Affairs 
                                      McDonald’s Deutschland LLC

                                      Paul Wolf
                                      Executive Producer
                                      CNDY Film 

                                      Nikolaus Maronnan 
                                      Executive Producer
                                      CNDY Film 

                                      Sebastian Kortmann
                                      CNDY Film 

                                      Matthias Barkley
                                      Harvest Digital Agriculture 

                                      Celebrate in Las Vegas

                                      Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.

                                       

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