McDonald's HK recreates its historic first day in cinematic anniversary tribute

McDonald’s Hong Kong is taking audiences back to where it all began, with a 10-minute micro-film that nostalgically recreates the opening of its first restaurant in 1975.  

Done in partnership with DDB Group Hong Kong and OMD Hong Kong, the film, titled “Back to the beginning in 1975”, is the next instalment of the brand’s ongoing 50th anniversary celebrations. It invites the city to return to the beginning, celebrate the present, and look ahead to the future — through cinematic storytelling and immersive brand experience. 

With authentic period décor, original store design, 1970s uniforms, and meticulously recreated packaging, the film transports viewers to that pivotal opening day 50 years ago, told through the eyes of Hong Kong’s very first McDonald’s restaurant manager, “manager Chu”.  

Based on the true story of opening day, it captures the excitement and uncertainty, as well as the brand’s early connection with the community. 

Brought to life by a team of acclaimed filmmakers, including art director Man Lim Chung, editor William Chang Suk Ping, music composer Chan Kwong Wing, and visual effects specialist Victor Wong, the film sets a historic benchmark for commercial video production in Hong Kong.  

The film stars Hong Kong icon Nicholas Tse as ‘manager Chu’, leading a cast of over 300, including McDonald’s employees. Tse’s longstanding relationship with the brand includes work as brand ambassador and celebrity chef behind popular menu creations. 

Unearthing insights

In conversation with MARKETING-INTERACTIVE, Tina Chao, chief marketing and digital customer experience officer, McDonald’s Hong Kong said this campaign is a tribute to the enduring relationship between McDonald’s Hong Kong and the local community.  

“Since opening its first restaurant on Paterson Street in 1975, McDonald’s has grown alongside the city — evolving with its people, culture, and tastes. The aim is to celebrate with the community, honouring the fact that every Hongkonger holds a memory with McDonald’s Hong Kong — from childhood Happy Meals to late-night snacks, first job opportunities to family traditions,” she said. 

It also marks the culmination of a year-long journey of historical research and emotional discovery, she added. “The campaign team conducted over 100 interviews with former employees, sourced rare documents and photographs, and meticulously reconstructed the social and cultural atmosphere of 1975. This deep dive into McDonald’s heritage ensures the campaign is not only visually authentic but emotionally resonant.” 

By dramatising the brand’s origin story and transforming it into a cinematic and immersive experience, the campaign evokes NOWstalgia — nostalgia reimagined for today — while reaffirming the brand’s enduring values. It’s a journey that begins by returning to the beginning, celebrates the present-day emotional connection, and inspires the future of happy moments, she said.  

This cinematic recreation is not just for the screen — it becomes a living experience as the entire set is transported to the exhibition space, allowing fans to walk through history and relive the brand’s first day, Chao explained. 

“It’s a journey that begins by returning to the beginning, celebrates the present with the community, and inspires the future — all while reaffirming that McDonald’s customer-first spirit is timeless.” 

Targeting Gen Z

Despite targeting the general public, the campaign speaks to Gen X and Millennials who grew up with McDonald’s as part of their everyday lives, while also engaging Gen Z through cinematic storytelling, immersive exhibition design, and interactive digital experiences. 

Families, pop culture enthusiasts, and brand loyalists — the McDonald’s fandom — are all invited to take part in this cross-generational celebration, Chao said. “McDonald’s has grown with Hongkongers, and this campaign is a moment to reflect, reconnect, and reimagine the future together.” 

The campaign was amplified via multiple media channels, including an unprecedented brand-dedicated 30-minute primetime slot on TVB, anchored by Janis Chan (陳貝兒). This first-of-its-kind TV event seamlessly merged the micro-movie with exclusive behind-the-scenes features, achieving a rare slot seldom granted to advertisers. Its placement between two flagship TVB shows built anticipation across the city and established a new blueprint for how brand content can deeply engage mass audiences. 

Following its TVB premiere, the film and shorter versions will be released alongside behind-the-scenes footage and interviews across social media, based on OMD Hong Kong’s media plan, offering a glimpse into the ambitious production. Meanwhile, the McDonald’s App serves as the gateway for ticketing and engagement. In-store displays and earned media coverage will also further extend the campaign’s reach. 

As part of the campaign, McDonald’s Hong Kong is also presenting a public exhibition at Freespace in West Kowloon, where visitors will have a chance to step back in time and personally experience McDonald’s as it was 50 years ago through a full recreation of the original 1975 Paterson Street store.  

The exhibition will run from 1 to 19 October and feature a nostalgic showcase of iconic toys, packaging and other memorabilia from different eras, offering a full sensory journey through McDonald’s heritage in Hong Kong.  

From 17 September, McDonald’s will also bring back the popular Bolognese and fried egg Angus burger and other special menu items by Tse.

“This film is more than a tribute to our history,” said Randy Lai, CEO of McDonald’s Hong Kong. “It’s a reminder of the optimism, teamwork and community bonds that have been at the heart of McDonald’s since the very beginning. We are grateful to the many people who shared their exceptional talents on this project to capture the essence of a time and place, and of our brand.” 

“This campaign is our tribute to Hong Kong — the city that welcomed McDonald’s 50 years ago. Through cinematic storytelling and immersive experiences, we’re not just celebrating our past, but inviting everyone to relive the happy moments that made us who we are,” Chao said.  

“It’s a journey of NOWstalgia, where memories meet modern fandom — from our beginning, through the joy of the present, and with excitement for the future. McDonald’s Hong Kong has grown with Hong Kongers, and our customer-first spirit has never changed — and never will.” 

Andreas Krasser, CEO of DDB Group Hong Kong, commented, “Nostalgia is a powerful force, especially in a city as dynamic as Hong Kong. This film is a great way of honouring the deep shared history between McDonald’s and the people of Hong Kong."

Derek Yip, COO of Omnicom Media Group Hong Kong, adds “Securing a landmark TVB primetime slot and orchestrating integrated spin-offs would not have been possible without deep collaboration and shared bold ambition. By starting with the emotional power of broadcast and amplifying through digital platforms, we’ve set a new industry benchmark for how media leadership can elevate brand experiences and ignite a genuine collective memory.”

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