As a creative at Leo Burnett, I worked across the UK ATL McDonald's account. 

In 2019, McDonald’s wanted to attract new players to their annual Monopoly promotion. 

We thought. What if you could create buzz about playing… by showing the feeling when you missed out on the game. 

We made people feel FOMO by creating a new social gesture - ‘Peely Peely’. If you weren’t wiggling that finger to peel the sticker on-pack - you were seriously missing out.

Channels: TV, Radio, DOOH and all social channels.