Angry Birds flocks to McDonald’s China

Long-waiting Angry Birds fans can now have a taste of these funny little creatures before the movie launch.

To celebrate the release of the Angry Birds movie, McDonald’s China has launched two special burgers – the Angry Red Double Chicken Burger and the McDonald’s Fried Pork Patty and Steamed Egg Burger – to its restaurants across China.

TBWA\Shanghai has also developed a new integrated campaign “Angry Birds Outrageous Fun” to promote the Angry Birds Burger Collection. Two TVCs entitled “Red” and “Green Pigs” has already gone online.

Selected McDonald's flagship restaurants will be decorated with the Angry Birds theme to drive further experience with the “outrageously fun” characters, in addition to the Angry Birds mobile game designed to allow players to unlock special game modes and win Power-Ups or an AR picture.

TBWA\Shanghai also partnered with Leo Burnett Shanghai ARC Team and Consultancy, OMD Shanghai and NIM Digital to unleash a fully integrated “Fun” experience.

Frank Marinus, regional creative director at TBWA\ Shanghai, said the fully integrated campaign is highly engaging and fun for young customers.

“With the knowledge that younger Chinese people fully engage with avenues that help release the pressure of daily life, the Angry Birds platform experience provides just that.”

The Angry Birds movie will screen in theaters nationwide in the U.S. and China on 20 May.

Project Name: Unleash Outrageous Fun
Creative Agency: TBWA\Shanghai
Client: McDonald’s China
President and Chief Creative Officer: Nils Andersson
Regional Creative Director: Frank Marinus
Senior Account Director: Angela Zhou
Creative Director: Marco Wu
Group Head: Justin Phang
Senior Copywriter: Yi Pin Cheah
Copywriter: Zoe Lu
Designer: Ken Lin
Planning Director: Heather Zhao