McDonald's 'we all make the Games' by Leo Burnett London

The latest TV activity runs throughout the Paralympic Games and continues to tell the story of London 2012 from the fans’ perspective.

As with previous work in the "we all make the Games" campaign, the brand is present through its status as the official restaurant of London 2012 and through its support in recruiting and training the Games Makers.

The activity continues to use footage of real fans filmed during the course of London 2012. The ad was created by Mark Franklin and Rob Tenconi, and directed by Luke Franklin through Moxie Pictures.