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.https://vimeo.com/92579204https://vimeo.com/92579207https://vimeo.com/92579205“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.Credits:Project: McDonald’s Brand Campaign 让我们好在一起(‘It’s Good to Get Together’)Creative: TBWA\ShanghaiClient: McDonald’s ChinaManaging director: Brian SwordsBusiness director: Jane LimGroup account director: Chrix YongExecutive creative director: Gordon ShuCreative director: Yvonne YeCreative group head: Bao Si WenSenior copywriter: Jia Jia LiuAssociate planning director: Jocelyn TseHead of TV: Mo ChanProducer: Bryan XiaoDirector: Johnny AuDirector of photography: Qian XiangProduction company: Cases FilmsProduction company executive producer: Paddy XuMedia agency: OMDOMD media team: Jack Wu, Tracy Luk, Joy Ma, Alice Ye, Breanda JiangMcDonald’s media team: Gavin Quan, Colin ChenCategory/Exposure: TV, print, OOH, digital