Every two years, McDonald’s put on a Europe-wide football tournament for their restaurant staff. This year they wanted to put a highlights film together to show off internally. I thought a much better idea was to show off this fantastic event to the world. I wrote a human-interest story that involved the winning team going to the World Cup and one of their players meeting his football hero (and then persuaded the client to pay for it). Thankfully they did, and the result is a beautiful heartfelt film that amassed a load of PR and goodwill towards McDonald’s. Back of the net!