McDonald’s joins forces with Eason Chan, Elton John in new brand campaign

If you've spent some time consuming Chinese New Year TV programmes like we did during the holiday, McDonald’s latest mellow TVC song wouldn't be a stranger to you.

In time for the Chinese New Year holidays, the fast food chain launched a new brand campaign aimed at deepening its connection with consumers in Hong Kong, featuring cantopop king Eason Chan singing Elton John’s timeless classic, Your Song.

Created by DDB Group Hong Kong, the #LittleBigMoments campaign celebrates the small but magical moments that make life special. Showcasing the full spectrum of emotions, from laughter to tears, from sadness to joy, the campaign focuses on moments of human connection.

“As a brand, we understand that life is not just one big thing, but the accumulation of a million little things, a million little moments. And in the end, it is these little moments that make life big,” said Randy Lai, CEO of McDonald’s Hong Kong.

“It’s been a real privilege to work with Eason Chan, and with the blessing of Sir Elton John, to create a campaign that is a love song dedicated to our customers.”

“Nothing stirs the heart like a great piece of music, and this is something our industry often forgets,” said Andreas Krasser, head of strategy & innovation at DDB Group Hong Kong.

“In this campaign we made the music the hero, with Eason Chan lending a home grown twist to one of the world’s most beloved songs.

“Since launching on 15 February, the brand spot has already garnered more than 2 million [views] across multiple digital channels, successfully reaching around one- third of Hong Kong people,” Krasser added.

The #LittleBigMoments campaign led with a 60 second brand spot, followed on February 20 by an additional three 15 second stories -- each focusing on some of the moments portrayed in the brand piece, but also on some of Hong Kong’s most favourite McDonald’s products, the grilled chicken burger and chicken nuggets, as well as the new egg and beef burger from Japan.

VP regional director, DDB Asia: Peter Rodenbeck
Managing partner: Irene Tsui
Head of strategy and innovation: Andreas Krasser
Executive creative director, global business: Jamal Hamidi
Creative team: Ben Ling, Iker Lin, Suki Chung, Chili Wong, Kelly Li
Account management: Maggie Cheung, Jim Leung, Jessica Chiu, Maggie Ng, Nickson Ng, Christy Chau
Tribal: Leo Tsui, Felix Fong, Ivy Kong, Nicole Lee, Amy Kong, Ally Au
Head of broadcast: Annie Tong, Denise Wong
TV director: Maisy Choi – Such Films
Music production: Click Music Ltd
Media agency: OMD