Opportunity

According to the National Literacy Trust, a UK-based charitable organization supported by McDonald’s, nearly 1 in 10 (9.7%) adolescents in 2022 who received free school meals did not have a book of their own at home. With this lack of accessibility to books for young students in mind, McDonald’s and tms set out to create “I Can Dream Big,” the latest iteration of the global Happy Meal® Readers program which builds off its original principles originating in 2001. The series consists of aspirational children’s books that encourage children to fall in love with reading with the help of fun and relatable storylines, accompanied by engaging new digital elements, activity sheets, and more.  

A seminal partnership was formed between tms, McDonald’s, and the Little People Big, Dreams brand, growing the partnership from a brief book series to strategizing a compelling new global Happy Meal Readers program. McDonald’s and tms strategized the concept of “I Can,” an idea centered around empathy, putting an emphasis on relatable stories with inspirational figures while giving children easy access to read with every Happy Meal. Commencing in August of 2022, the books touch on a variety of interests and lessons, offered as a choice alongside the Happy Meal® toy. 

Opportunity

US sports fandom knows no bounds – especially when it comes to their college alma mater. Knowing how fanatics love to dissect and see every angle of the action, Samsung Galaxy provided a never-done-before viewing experience for one of the biggest sporting events of the year – men’s and women’s college basketball tournaments. tms had the opportunity to bring to life this first-of-its-kind partnership between Samsung Galaxy and the TIAA Big Ten Men’s and Women’s Basketball Tournaments, making the Samsung Galaxy S24 Ultra the official smartphone of the conference. 

Outcome

Throughout the TIAA Big Ten Men’s and Women’s Basketball Tournaments, the S24 Ultra captured historic moments and upsets, from the tip to the final buzzer. With its unparalleled camera position, fans were able to see all the basket action with the “Ultra Replay Report” streamed on the BTN’s broadcast channel and livestream. Fans could even take part in the experience at the Target Center arena in Minneapolis, Minnesota to try out some of the newest Galaxy AI features on the S24 Ultra, including its ProVisual Engine and 100x enhanced digital zoom. Samsung also let fans get in on the action by releasing a series of digital branded social content across its platforms. 

Opportunity

With the backdrop of the cost-of-living crisis, tms and McDonald’s wanted to bring customers some much-needed cheer. Enter ‘Winning Sips’. We set out to create a campaign that would create feel-good moments for customers, engaging them through attention-grabbing promotions and exciting visuals to showcase McDonald’s generosity and invoke a sense of joy. 

Outcome

The uplifting visual identity tapped into a feeling of joy that can be seen across packaging, in-store communications, and in the McDonald’s app. tms built a robust in-app experience which served as a portal to millions of prizes, from instant win food prizes to exclusive Coca-Cola branded merchandise, and up to £10,000 cash. All this was up for grabs following a medium or large soft drink purchase.

Opportunity 

tms set out to create a FW 23/24 kit launch campaign for the adidas-sponsored Juventus Football club.  Long hailed the “Bianconeri” for the club’s black and white striped uniforms, we saw an opportunity to bring this strong visual motif to life with a film and campaign photography that honored and celebrated the club’s rich Italian heritage and loyal fanbase – dubbed the “heard”.

Capitalizing on the untapped potential of club kits as cultural and streetwear icons, we collaborated with adidas to make this vision come to life.

Outcome 

Leading the creative direction and production, tms provided Bianconceri fans with an immersive tour of Villa Perosa, just a 25-minute drive from the football club’s training grounds in Italy. Directed by Theodore Guelat and photographed by Dali Geralli, the campaign cast Juventus players, legends, and fans in unexpecting roles, featuring stars like Alessandro Del Piero, Danilo, Lisa Boattin, Kenan Yildiz, Dean Huijsen.

While the campaign is inspired by classic Italian surrealism, we balanced this with modern techniques such as 3D scanning techniques and aerial views of the estate. The zebra print is featured throughout, from the top hats, interiors, and jerseys to an actual horse dressed as a zebra. The end scene pans out to a portrait of the Juventus “family” featured in the film, symbolizing the power of the Juventus fandom and demonstrating that success is built off years of teamwork between the club and its fans.