For the first time ever, McDonald’s has changed the design of its iconic Fry Box in celebration of the 2014 FIFA World Cup™ in Brazil. Over 500 artists from around the world were contracted to create artwork that reflects their passion for football. Each piece of artwork chosen for the promotion reflects the colour, excitement, glory and the universal love for a game known for its beauty on the field of play.
After a stringent review process, only 12 artists were chosen. South Africa, Australia, Japan and China contributed four of the 12 pieces that now make up the set of iconic and historical Fry Boxes. The artists were selected from a broad cross section: commercial to fine arts, traditional to contemporary and professionally world-renowned to newly discovered.
“The redesign and placing of unique art work on our Fry Boxes, reinforces the fun that our brand represents. We also wanted to remain relevant with the millennial consumers, afterall, they make up a good part of the World Cup fan base,” said Daniel Padiachy, Senior Marketing Director, McDonald’s South Africa.
Among those chosen, South African artist Adele Bantjes’ “Heart of the Game” artwork was selected for its universal appeal to all ages and cultures, with attention to the storytelling nature that she brought out in the piece of art.
“I think that the new designs celebrate the spirit of the game of soccer and it is great that McDonald’s gave artists the unique opportunity to have the iconic Fry Box as a canvas. I am honoured to have been offered the tremendous opportunity to share my passion for art with millions of people around the world,” said Bantjes.
Commenting on her inspiration for her design, Bantjes said, “My design was drawn from thoughts of a family gathering around a portable radio listening in anticipation, starting to celebrate an impending goal. In my imagination, even the dog joined in all the excitement. That image of a family enjoying and celebrating the beautiful game together, really is the ‘heart of the game’, and that’s exactly what I wanted to capture in my designs, the heart of the game of football. It is also so exciting that my artwork triggers a cool new mobile app.”
Culminating from the passion for creativity and excitement for the FIFA World Cup™, McDonald’s has also launched an innovative and exciting game that lets consumers participate in a beautiful game of their own. Working off the artwork, the McDonald’s GOL! game draws users into an Augmented Reality (AR) world where they can create and share their best trick shot goals with friends.