McDonald's: You Are My CNY

Chinese New Year can be difficult for many young Chinese, especially those who work outside their hometown. The difficulties of traveling home, sitting for hours in traffic are mixed with unceasing interrogations from relatives about their job, marriage and status.However, they still want to go home during this special time of year because there are people they care about and who care about them at home. Spending CNY with the people that really matter is the true essence of reunion and CNY.McDonald’s China and TBWA\Shanghai has created a CNY campaign to remind people to enjoy quality moments with the people that really matter.https://vimeo.com/117874432https://vimeo.com/117874431The campaign launched with a 30-second thematic manifesto in real life documentary style that communicates the idea that: “I can celebrate my CNY without train tickets, good weather or red packs, but I can’t enjoy it without you. You are my CNY.”The campaign also includes one 15-second commercial and OOH executions to promote two seasonal heritage products rooted in CNY tradition: 年年有福堡 (Prosperity Burger) and 红豆派 (Red Bean Pie).“The ‘You are my CNY’ concept touches on a very important societal topic. Success or progress in China may separate from the ones we love. The true value of CNY is the opportunity to reconnect with those people,” said Christine Xu, vice president and chief marketing officer at McDonald’s China.Brian Swords, managing director of TBWA\Shanghai commented: “This integrated campaign is designed to build on the brand’s focus of togetherness in a very unique and local way.”Credits:Project Name: You are my CNY Campaign 你就是我的新年Creative Agency: TBWA\ShanghaiClient: McDonald’s ChinaManaging Director: Brian SwordsBusiness Director: Jane LimGroup Account Director: Paul LinAccount Manager: Angela KooExecutive Creative Director: Gordon ShuGroup Creative Director: Don HuangCreative Director: Yvonne Ye, Rocky YangCreative Group Head: Bao Si WenChief Strategy Officer: Milo ChaoPlanning Director: Heather ZhaoJunior planner: Emma LiuHead of TV: Mo Chan, Ceci TamProducer: Areta MakDirector: Wang Yu XinDirector of Photography: Jin Chen YuProduction Company: Looks FilmProduction Company Executive Producer: Jim WongMedia Agency: OMDOMD Media Team: Tanya Xing, Agnes Qi, Dara Zheng, Edward Shen, Jason Xiao, Lisa LiuMcDonald’s Media Team: Gavin Quan, Colin Chen