PLAY facilitated the three-year partnership between McDonald's and the Brisbane Lions. The partnership was announced via the delivery of a cheeky and memorable campaign for McDonald's in partnership with the Brisbane Lions. In a viral video, Lions captain Dayne Zorko appeared with a giant pickle stuck on his guernsey, teasing fans before unveiling the new McDonald's branding placement on the sternum. This playful integration generated immediate buzz and connected with young AFL fans through social-first storytelling.

Impact Metrics

• Significant social media engagement and national media coverage.

• Enhanced brand visibility for McDonald's within the AFL community.