According to Chinese legend, a Nian Shou â€“ or New Year monster â€“ comes to town to eat people until a brave old villager learned to fend it off with red couplets and firecrackers.
This year, McDonaldâ€™s and TBWAShanghai relive the myth with a bit of a twist: with red bean pie and fireworks.
The monster â€“ depicted with an animated cartoon â€“ barges into familiesâ€™ homes and McDonaldâ€™s stores demanding for various foods (each spot features something different); yet the customers all refuse in a comical way.
â€śWe wanted to really take a fresh approach to the CNY period and surprise and engage our audiences with something new and yet still locally relevant,â€ť said Christine Xu, vice president of national marketing at McDonaldâ€™s China.
â€śWe challenged the agency to develop something that would provoke a conversation.â€ť
Brian Swords, managing director of TBWAShanghai, added McDonald’s is a global brand that always strives to connect locally.
â€śThat was a very important goal for this campaign period. I think we have managed to do that in a fun and engaging way in this campaign,â€ťÂ Swords said.
The media agency in charge is OMD.