“McDonald’s Germany Champions Para Sports Visibility with ‘We the (in)visible’ Campaign”
In a compelling new initiative, McDonald’s Germany, in collaboration with Jung von Matt SPORTS, launches the powerful campaign “We the (in)visible,” shedding light on the often-overlooked world of para sports and advocating for increased visibility and inclusion.
Unveiling the (In)visible Athletes
The heart of the campaign lies in the digital spot where athletes engaged in para sports, including wheelchair basketball, Para swimming, and Para athletics, gradually emerge from invisibility to showcase their incredible feats. Initially, sports moments unfold without visible athletes—a basketball gliding across a court, a splash in an empty pool, a scoreboard lighting up in front of vacant stands.
As the film progresses, the invisible heroes are revealed: para sport athletes passionately and successfully participating in their chosen disciplines. Among them is Léon Schäfer, the current world champion and world record holder in the long jump for athletes with thigh amputation, recently crowned Para Athlete of the Year 2023.
A Month-Long Campaign for Visibility and Inclusion
Timed to coincide with the International Day of Persons with Disabilities, the campaign extends over a month, emphasizing the partnership between McDonald’s Germany and the German Disabled Sports Association (DBS). Beyond highlighting top athletes, the focus is on fostering inclusion in grassroots and youth sports, aligning with the upcoming Paralympics in Paris 2024.
McDonald’s Contribution to Everyday Visibility
With a vast network of 1,425 restaurants in Germany and 1.6 million daily guests, McDonald’s aims to contribute significantly to everyday visibility, emphasizing the role of sports in inclusion. The campaign goes beyond competitive sports, striving to promote social participation by disabled individuals in everyday life.
Comprehensive Campaign Elements
Accompanying the hero film, the campaign incorporates digital out-of-home, online ads, and social media. Crafted by Jung von Matt SPORTS, a longstanding collaborator with McDonald’s Germany in the sports sector, the campaign features video production by Sterntag Film and media planning by OMD Munich.
Inclusive Actions and Partnership with DBS
As part of the collaboration with the DBS, McDonald’s plans various activations to boost visibility in Para Sports and enhance societal and employment participation. The initiative aligns with advising the Diversity, Equity, and Inclusion (DEI) network established earlier. With around 10.4 million people with disabilities in Germany, McDonald’s envisions making a positive impact through these inclusive efforts.
Conclusion: Celebrating Achievements, Advocating for Inclusion
“We the (in)visible” by McDonald’s Germany stands as a testament to the brand’s commitment to inclusivity and visibility in para sports. Through this campaign, McDonald’s not only celebrates the achievements of para athletes but also advocates for a more inclusive society, emphasizing the significant role that everyday visibility can play in fostering understanding and appreciation. In doing so, McDonald’s continues to extend its support beyond the realm of fast food, championing meaningful societal initiatives.
