McDonald’s Hong Kong enters new chapter with 'i’m lovin’ it' refresh

Following its 50th anniversary in 2025, McDonald’s Hong Kong is entering a new phase with a brand campaign that reinterprets the long-running “i’m lovin’ it” platform for today’s audiences.

The work marks the first major campaign from BBDO Hong Kong, appointed as creative agency following the conclusion of McDonald’s 20-year partnership with DDB Hong Kong. OMD continues as the brand’s media partner.

The campaign signals a broader shift in creative leadership, with John Koay, chief creative officer of Omnicom Advertising, overseeing the brand’s direction on the agency side.

Launching from 20 February, the campaign is built on a simple consumer insight: McDonald’s is a place where customers can show up as themselves. The creative celebrates everyday authenticity, featuring people engaging in activities from dancing and gaming to training and creating.

The casting reflects an ongoing partnership between McDonald’s and Warner Music, while Hong Kong tennis ace Coleman Wong marks the brand’s first collaboration with a professional tennis player. Talent was selected for their diverse, genuine interests and broad appeal, with each one bringing their own unique “lovin’ it” moment to life.

Four TVC versions highlight each talent’s personal passion alongside a featured Extra Value Meal. With its broad lifestyle framing, the campaign aims to connect with Hong Kongers across age groups while reinforcing the enduring relevance of “i’m lovin’ it”.

The work extends across outdoor, digital and social channels, encouraging audiences to participate by sharing their own expressions of authenticity.

Randy Lai, CEO of McDonald’s Hong Kong, said the campaign evolves the brand platform in line with changing consumer behaviour.

“Last year’s ‘50 Years of Love’ reminded us of the unique relationship each customer has with our brand, and this campaign allows us to continue celebrating that in a forward-looking manner.”

Andreas Krasser, CEO of Omnicom Advertising, said the brand’s long-standing equity remains a powerful creative asset.

“We’re excited to bring ‘i’m lovin’ it’ into the next chapter of McDonald’s Hong Kong.”

Most recently, McDonald’s Hong Kong presented a special parade float titled “Golden Tracks of Joy – McDonald’s 50 Years of Love" to celebrate Lunar New Year in the city. The design is inspired by iconic restaurant installations from the 1980s, evoking nostalgia and festive cheer.

Drawing direct inspiration from the beloved train installation at the Sha Tin New Town Plaza McDonald’s in the 1980s—a cherished piece of Hong Kong’s collective memory - the float featured McDonald’s signature red and yellow colours. It was adorned with the iconic “M” logo along its sides, golden fries at the rear, and classic light bulbs that capture the brand’s joyful and timeless spirit.

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