McDonald’s China explores the real value of connections

TBWA\Shanghai has launched a brand campaign 让我们好在一起 (‘It’s Good to Get Together’) for McDonald’s China, focusing on the importance of human connection and the real value of spending time together.

The campaign will run until 15 May with three consecutive 60-second spots on CCTV.

The three spots each feature one insight into modern China, connected to major social trends: migration, the price of our children’s future and the anxiety of achievement.

“With this campaign, we wanted to reframe the lens through which people view the McDonald’s brand, not just as a place for great food, but as a hub where real human connections happen,” said Christine Xu, vice president and chief marketing officer at McDonald’s China.

“That’s the true value of our brand.”

Developed by TBWA’s Digital Arts Network Shanghai. The digital campaign invites customers to participate in the campaign by sharing their own ‘Together’ experiences on the importance of being together in a modern China, on the McDonald's campaign site.

“We’re very proud of this brand work for McDonald’s, both because of the rich, local insights it draws on, and the elegant emotive storytelling that brings out the heart of the brand," commented Brian Swords, managing director of TBWA\Shanghai.


Project: McDonald’s Brand Campaign 让我们好在一起(‘It’s Good to Get Together’)

Creative: TBWA\Shanghai

Client: McDonald’s China

Managing director: Brian Swords

Business director: Jane Lim

Group account director: Chrix Yong

Executive creative director: Gordon Shu

Creative director: Yvonne Ye

Creative group head: Bao Si Wen

Senior copywriter: Jia Jia Liu

Associate planning director: Jocelyn Tse

Head of TV: Mo Chan

Producer: Bryan Xiao

Director: Johnny Au

Director of photography: Qian Xiang

Production company: Cases Films

Production company executive producer: Paddy Xu

Media agency: OMD

OMD media team: Jack Wu, Tracy Luk, Joy Ma, Alice Ye, Breanda Jiang

McDonald’s media team: Gavin Quan, Colin Chen

Category/Exposure: TV, print, OOH, digital