[{"id":218283,"date":"2025-01-28T15:55:03","date_gmt":"2025-01-28T20:55:03","guid":{"rendered":"https:\/\/prod-cms.mccann.com\/?post_type=work&p=218283"},"modified":"2025-02-04T14:28:06","modified_gmt":"2025-02-04T19:28:06","slug":"xbox-everyday-tactician","status":"publish","type":"work","link":"https:\/\/prod-cms.mccann.com\/work\/xbox-everyday-tactician\/","title":"The Everyday Tactician","featured_media":218286,"template":"","class_list":["post-218283","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"json_url":[],"timestamp":1773209408000,"links":{"link":"http:\/\/prod-cms.mccann.com\/work\/"},"data":{"id":218283,"date":"2025-01-28T15:55:03","slug":"xbox-everyday-tactician","description":"Modern football is dominated by a few rich clubs, the ones that can afford to hire big teams of coaches and analysts - meaning smaller clubs have to struggle to compete for talent. So for the launch of \u201cFootball Manager 24,\u201d the latest edition of the most realistic video game to simulate what it\u2019s like to manage a soccer team \u2013 Xbox decided to help the small club Bromley FC recruit its next tactician from an untapped talent pool: gamers.\r\n
\r\n
\r\nThe announcement made headlines everywhere and people from around the world applied. Nathan Owolabi, a dedicated \u201cFootball Manager\u201d player, got the job. He used the data skills he honed while playing the game to help the club in the real world: developing formations, finding new strategies and uncovering the opposition\u2019s weaknesses. The story of this unusual approach to football was told in a documentary series on TNT Sports, the U.K.\u2019s biggest sports broadcaster. \r\n
\r\n
\r\nWith the help of a data-savvy gamer, the club achieved the best season ever and was promoted to League Two for the first time in its 132-year history. Perhaps more important, Xbox saw a dramatic increase in gamers playing \u201cFootball Manager\u201d on the console, and \u201cFootball Manager 24\u201d became the most played edition in the history of the game franchise. ","vimeo_id":"1051296155","images":{"featured_image":"https:\/\/prod-cms.mccann.com\/wp-content\/uploads\/2025\/01\/EverydayTactician.jpg"},"featured_on_home_page":1,"client":{"id":985,"title":"Microsoft","links":{"link":"https:\/\/www.microsoft.com"}},"office":{"id":1085,"title":"McCann London","links":{"link":"https:\/\/www.mccannlondon.com"},"data":{"abbr":"","city":"London"}}},"_links":{"self":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work\/218283","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/types\/work"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media\/218286"}],"wp:attachment":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media?parent=218283"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}},{"id":218284,"date":"2025-01-28T15:54:46","date_gmt":"2025-01-28T20:54:46","guid":{"rendered":"https:\/\/prod-cms.mccann.com\/?post_type=work&p=218284"},"modified":"2025-02-04T14:22:35","modified_gmt":"2025-02-04T19:22:35","slug":"mastercard-room-for-everyone","status":"publish","type":"work","link":"https:\/\/prod-cms.mccann.com\/work\/mastercard-room-for-everyone\/","title":"Room for Everyone","featured_media":218285,"template":"","class_list":["post-218284","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"json_url":[],"timestamp":1773209408000,"links":{"link":"http:\/\/prod-cms.mccann.com\/work\/"},"data":{"id":218284,"date":"2025-01-28T15:54:46","slug":"mastercard-room-for-everyone","description":"In 2023, Mastercard debuted the celebrated \u201cWhere to Settle\u201d campaign, which leveraged data to help Ukrainian refugees in Poland find the best cities to settle in based on their personal conditions. The campaign was recognized as one of the few campaigns advancing the United Nation\u2019s Sustainable Development Goals at the Cannes Lions Festival of Creativity.\r\n
\r\n
\r\nAs Ukrainians settled into Poland, they\u2019ve opened 10% of new businesses\u2014contributing to the economy, but also seen as competition by local populations. So we unleashed the power of data again with \u201cRoom for Everyone,\u201d a campaign that shows how Ukrainian and local Polish businesses can help each other thrive. \r\n
\r\n
\r\nThe campaign promotes \u201cWhere to Start,\u201d a data-driven tool that matches Polish and Ukrainian businesses based on a complementary data model. The new tool provides users with information about complementary businesses, i.e. those that prosper better when operating near each other (for example, a bakery and a barber, or a bookstore and a jeweler, respectively, can count on more customers when operating close by). The insights help to create a symbiotic business ecosystem among Ukrainian and Polish entrepreneurs. \r\n
\r\n
\r\nThe campaign also enlisted Polish entrepreneurs to encourage Ukrainian businesses to open next to them, shifting the dialogue from toxic competition to healthy collaboration.\r\n
\r\n
\r\nAs Mastercard remained committed to supporting the livelihoods and success of Ukrainian refugees in Poland as well as the community around them, up to 40% of new businesses used the tool. The campaign also saw a 10% rise in positive sentiment toward Ukrainians. ","vimeo_id":"1051296325","images":{"featured_image":"https:\/\/prod-cms.mccann.com\/wp-content\/uploads\/2025\/01\/mc-everyone.jpg"},"featured_on_home_page":1,"client":{"id":983,"title":"Mastercard","links":{"link":""}},"office":{"id":1154,"title":"McCann Poland","links":{"link":"https:\/\/www.mccann.pl\/"},"data":{"abbr":"","city":"Warsaw"}}},"_links":{"self":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work\/218284","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/types\/work"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media\/218285"}],"wp:attachment":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media?parent=218284"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}},{"id":218289,"date":"2025-01-28T15:54:14","date_gmt":"2025-01-28T20:54:14","guid":{"rendered":"https:\/\/prod-cms.mccann.com\/?post_type=work&p=218289"},"modified":"2025-01-28T15:54:14","modified_gmt":"2025-01-28T20:54:14","slug":"after-dinner-dinner","status":"publish","type":"work","link":"https:\/\/prod-cms.mccann.com\/work\/after-dinner-dinner\/","title":"After Dinner Dinner","featured_media":218291,"template":"","class_list":["post-218289","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"json_url":[],"timestamp":1773209408000,"links":{"link":"http:\/\/prod-cms.mccann.com\/work\/"},"data":{"id":218289,"date":"2025-01-28T15:54:14","slug":"after-dinner-dinner","description":"Fine dining restaurants send patrons home not just with lighter wallets, but often, with grumbling stomachs, unsatisfied by the fancy yet meager portions. McDonald\u2019s, however, is known for bringing great taste, satisfaction and smiles to consumers\u2014even those coming out of high-end establishments. That\u2019s why we launched \u201cAfter Dinner Dinner\u201d\u2014to bring joy to those left wanting after the many luxury restaurants in the UAE failed them. The activation used geolocation to identify patrons in the vicinity of top-tier establishments and surprised them with push notifications urging them to go to their nearest McDonald\u2019s on their way home. There, they could claim a free meal by presenting their expensive check from the upmarket eatery.\r\n
\r\n
\r\nThe campaign embraced the insight that McDonald\u2019s hits the spot like no other restaurant can\u2014even for those who can afford much more than a Big Mac. It reached 62 million, and consumers from around the world chimed in to bring the idea to their own markets. In the UAE, it led to a 43% footfall increase and 35% sales increase in McDonald\u2019s stores.","vimeo_id":"1051296699","images":{"featured_image":"https:\/\/prod-cms.mccann.com\/wp-content\/uploads\/2025\/01\/After-Dinner.png"},"featured_on_home_page":1,"client":{"id":218290,"title":"McDonalds","links":{"link":"https:\/\/www.mcdonalds.com\/"}},"office":{"id":1178,"title":"FP7McCann","links":{"link":"https:\/\/www.fp7mccann.com\/"},"data":{"abbr":"","city":"Dubai"}}},"_links":{"self":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work\/218289","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/types\/work"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media\/218291"}],"wp:attachment":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media?parent=218289"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}},{"id":218292,"date":"2025-01-28T15:53:50","date_gmt":"2025-01-28T20:53:50","guid":{"rendered":"https:\/\/prod-cms.mccann.com\/?post_type=work&p=218292"},"modified":"2025-01-28T15:53:50","modified_gmt":"2025-01-28T20:53:50","slug":"the-greatest-guide","status":"publish","type":"work","link":"https:\/\/prod-cms.mccann.com\/work\/the-greatest-guide\/","title":"The Greatest Guide","featured_media":218295,"template":"","class_list":["post-218292","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"json_url":[],"timestamp":1773209408000,"links":{"link":"http:\/\/prod-cms.mccann.com\/work\/"},"data":{"id":218292,"date":"2025-01-28T15:53:50","slug":"the-greatest-guide","description":"From octopus to grasshopper, the creativity of Mexico\u2019s street food is staggering. It\u2019s also highly diverse, with each of these 8,402 stands selling unique and local recipes. The food isn\u2019t generic \u2013 neither is our technological solution.\u202f\r\n
\r\n
\r\nMeet \u201cThe Greatest Guide\u201d - the world\u2019s first fully generative search and signage system designed to put 8,402 of Mexico\u2019s most creative hamburger and hotdog stands on foodies\u2019 maps. Our data collection and application of it to mapping and generative AI created signage for the local businesses reflects the variance and creativity of the food, while respecting a rich, traditional visual language. \u202fTo drive word on the street, we turned to earned television and radio coverage, foodie influencers, social media, and digital ads to get people exploring local food vendors via the Google Maps API-powered website.\"\u202f\r\n","vimeo_id":"1051297781","images":{"featured_image":"https:\/\/prod-cms.mccann.com\/wp-content\/uploads\/2025\/01\/Greatest_Guide_Key_Image_1.jpg"},"featured_on_home_page":1,"client":{"id":218293,"title":"Grupo Bimbo","links":{"link":"https:\/\/www.grupobimbo.com\/en"}},"office":{"id":218294,"title":"McCann Worldgroup","links":{"link":"https:\/\/www.mccannworldgroup.com\/"},"data":{"abbr":"MWG","city":"New York"}}},"_links":{"self":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work\/218292","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/types\/work"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media\/218295"}],"wp:attachment":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media?parent=218292"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}},{"id":218296,"date":"2025-01-28T15:53:26","date_gmt":"2025-01-28T20:53:26","guid":{"rendered":"https:\/\/prod-cms.mccann.com\/?post_type=work&p=218296"},"modified":"2025-01-28T15:53:26","modified_gmt":"2025-01-28T20:53:26","slug":"the-gift-card-of-life","status":"publish","type":"work","link":"https:\/\/prod-cms.mccann.com\/work\/the-gift-card-of-life\/","title":"The Gift Card of Life","featured_media":218298,"template":"","class_list":["post-218296","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"json_url":[],"timestamp":1773209408000,"links":{"link":"http:\/\/prod-cms.mccann.com\/work\/"},"data":{"id":218296,"date":"2025-01-28T15:53:26","slug":"the-gift-card-of-life","description":"Breast cancer, detected in an early stage, has a survival rate of 93%. But in Peru, it\u00b4s the second cause of death among women. This is because the public health system is overrun and inefficient, with waiting periods of a year and a half for mammograms, while the private health system is excessively expensive and impossible to pay for most women.\r\n
\r\n
\r\nTottus, one of the leading supermarket chains in the country, took action to protect their most important customers: Peruvian women.They made mammograms surprisingly accessible and affordable through a familiar vehicle: a gift card that you can buy in a supermarket. The \u201cGift of Life\u201d card gave women access to a quality mammogram at private clinic at an 80% discount. We made sure that the gift cards were on display on supermarket shelves just like any product. So, for Valentine\u2019s Day, Mother\u2019s Day or, Christmas, shoppers had a \u201clife-saving\u201d alternative to the usual chocolates, flowers and perfume. After receiving or purchasing the card, women only need to scan a code to immediately schedule their appointments, without the wait they\u2019d face in the public healthcare system.\r\n
\r\n
\r\nTottus\u2019 innovation leveraged insight about typical shopping habits to circumvent an inadequate public healthcare system and make an important women\u2019s health service as easy as buying sugar, rice or milk at the grocery store. The idea led to a 300% increase of the number of mammograms. ","vimeo_id":"1051298053","images":{"featured_image":"https:\/\/prod-cms.mccann.com\/wp-content\/uploads\/2025\/01\/PR-sin-TEXTO.jpg"},"featured_on_home_page":1,"client":{"id":218297,"title":"Tottus","links":{"link":"https:\/\/www.tottus.cl\/tottus-cl"}},"office":{"id":1119,"title":"McCann Lima","links":{"link":"https:\/\/www.facebook.com\/McCannWorldgroupLima\/"},"data":{"abbr":"","city":"Lima"}}},"_links":{"self":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work\/218296","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/types\/work"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media\/218298"}],"wp:attachment":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media?parent=218296"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}},{"id":218299,"date":"2025-01-28T15:52:47","date_gmt":"2025-01-28T20:52:47","guid":{"rendered":"https:\/\/prod-cms.mccann.com\/?post_type=work&p=218299"},"modified":"2025-01-28T15:52:47","modified_gmt":"2025-01-28T20:52:47","slug":"safety-mudras","status":"publish","type":"work","link":"https:\/\/prod-cms.mccann.com\/work\/safety-mudras\/","title":"Safety Mudras","featured_media":218302,"template":"","class_list":["post-218299","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"json_url":[],"timestamp":1773209408000,"links":{"link":"http:\/\/prod-cms.mccann.com\/work\/"},"data":{"id":218299,"date":"2025-01-28T15:52:47","slug":"safety-mudras","description":"With McCann Worldgroup, Air India had undergone an identity rebranding showcasing its global ambitions and Indian roots. It had to ensure that this not only reflected in its brand livery and regalia, but also in consumer-facing communication. The best bet to achieve this? Their in-flight safety video. \r\n
\r\n
\r\nThe new safety video had to represent the brand ethos of Air India, capture the attention of domestic and international passengers, and engage the millions of first-time flyers.\r\n
\r\n
\r\nWe chose one of India\u2019s oldest forms of storytelling and its classical and folk dance forms that represented the land\u2019s diverse culture. Each dance form had its own set of movements and gestures, known as \u201cmudras\u201d, that could portray the safety instructions beautifully. The visuals of safety instructions in sync with the dance mudras were underscored by an operatic, uplifting melody that honoured each individual dance style, thus creating a cinematic mosaic of art, music, and dance. ","vimeo_id":"1051298405","images":{"featured_image":"https:\/\/prod-cms.mccann.com\/wp-content\/uploads\/2025\/01\/Air-India_Safety-Mudras.jpg"},"featured_on_home_page":1,"client":{"id":218300,"title":"Air India","links":{"link":"https:\/\/www.airindia.com\/"}},"office":{"id":218301,"title":"Mccann Worldgroup India","links":{"link":"https:\/\/prod-cms.mccann.com"},"data":{"abbr":"MWGI","city":"New Delhi"}}},"_links":{"self":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work\/218299","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/types\/work"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media\/218302"}],"wp:attachment":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media?parent=218299"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}},{"id":218288,"date":"2025-01-04T14:24:08","date_gmt":"2025-01-04T19:24:08","guid":{"rendered":"https:\/\/prod-cms.mccann.com\/?post_type=work&p=218288"},"modified":"2025-03-04T14:37:36","modified_gmt":"2025-03-04T19:37:36","slug":"adlam","status":"publish","type":"work","link":"https:\/\/prod-cms.mccann.com\/work\/adlam\/","title":"AdLaM","featured_media":218304,"template":"","class_list":["post-218288","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"json_url":[],"timestamp":1773209408000,"links":{"link":"http:\/\/prod-cms.mccann.com\/work\/"},"data":{"id":218288,"date":"2025-01-04T14:24:08","slug":"adlam","description":"The Fulani people of West Africa are the world\u2019s largest nomadic group. Pulaar, their native tongue, existed without an alphabet for generations. They relied on spoken word to pass down traditions, codify their history, and conduct business. Without an alphabet, illiteracy thrives and written records, poems, songs and stories must be cobbled together using various foreign alphabets. Determined to preserve their people\u2019s language, two brothers, Ibrahima and Abdoulaye Barry, created a handwritten alphabet for Pulaar\u2014 ADLaM.\r\n
\r\n
\r\nToday, the vast majority of the world communicates exclusively in the digital landscape. So, an alphabet is only as good as people\u2019s ability to use it for texting, emailing and collaborating \u2013 it must be available on computers to be relevant and functional. In addition to the language being made available across over 1 billion devices running Microsoft 365 applications, ADLaM Display is now also accessible on Google Fonts, and the project also resulted in the creation of the first ADLaM dictionary through social media.\r\n
\r\n
\r\nOur project turned ADLaM into a globally recognized and digitally used mode of communication for the 40 million Fulani across the planet.\u202f","vimeo_id":"1051689942","images":{"featured_image":"https:\/\/prod-cms.mccann.com\/wp-content\/uploads\/2025\/01\/ADLaM_00.jpg"},"featured_on_home_page":1,"client":{"id":985,"title":"Microsoft","links":{"link":"https:\/\/www.microsoft.com"}},"office":{"id":14,"title":"McCann New York","links":{"link":"https:\/\/www.mccannny.com"},"data":{"abbr":"MNY","city":"New York City"}}},"_links":{"self":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work\/218288","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/types\/work"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media\/218304"}],"wp:attachment":[{"href":"https:\/\/prod-cms.mccann.com\/wp-json\/wp\/v2\/media?parent=218288"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}},{"id":2010,"date":"2019-07-17T14:56:26","date_gmt":"2019-07-17T18:56:26","guid":{"rendered":"http:\/\/dev-cms.mccann.com\/?post_type=work&p=2010"},"modified":"2019-07-17T15:09:34","modified_gmt":"2019-07-17T19:09:34","slug":"the-non-issue","status":"publish","type":"work","link":"https:\/\/prod-cms.mccann.com\/work\/the-non-issue\/","title":"The Non-Issue","featured_media":2011,"template":"","class_list":["post-2010","work","type-work","status-publish","has-post-thumbnail","hentry"],"acf":[],"json_url":[],"timestamp":1773209408000,"links":{"link":"http:\/\/prod-cms.mccann.com\/work\/"},"data":{"id":2010,"date":"2019-07-17T14:56:26","slug":"the-non-issue","description":"When you look at fashion and beauty media coverage, you notice an unwavering trend: Youth. While 40% of Women are over 50, only 15% are represented in the media. No wonder these women feel invisible. Age discrimination is a serious issue across all media industries. So, L'Oreal Paris created The NON \u2013 ISSUE: an 80-page print campaign in the form of an actual Vogue that makes age a \"Non-Issue.\" It's everything you'd expect from Vogue, and all the content was made by and dedicated to women over 50. All the models and contributors are over 50.\r\n\r\n\r\nThe articles, fashion shoots and features all treat aging as a normal aspect of everyday life, making the topic relevant for every age group of readers. The content ranges from career stories to personal anecdotes to advice about menopause. And, of course, the Cover. In April, 220,000 copies hit the newsstands. Page by page, the message spread across the world, putting women over 50 back in the spotlight. 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