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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 TBWAShanghai has created a CNY campaign to remind people to enjoy quality moments with the people that really matter.

The 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 TBWAShanghai 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: TBWAShanghai
Client: McDonald’s China
Managing Director: Brian Swords
Business Director: Jane Lim
Group Account Director: Paul Lin
Account Manager: Angela Koo
Executive Creative Director: Gordon Shu
Group Creative Director: Don Huang
Creative Director: Yvonne Ye, Rocky Yang
Creative Group Head: Bao Si Wen
Chief Strategy Officer: Milo Chao
Planning Director: Heather Zhao
Junior planner: Emma Liu
Head of TV: Mo Chan, Ceci Tam
Producer: Areta Mak
Director: Wang Yu Xin
Director of Photography: Jin Chen Yu
Production Company: Looks Film
Production Company Executive Producer: Jim Wong
Media Agency: OMD
OMD Media Team: Tanya Xing, Agnes Qi, Dara Zheng, Edward Shen, Jason Xiao, Lisa Liu
McDonald’s Media Team: Gavin Quan, Colin Chen

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