McDonald’s unleashes the power of small moments

McDonald’s Hong Kong will unveil a series of unbranded 15-second videos for Chinese New Year, to be aired over three weeks starting 29 January in cinemas and 2 February on terrestrial TV.

This will lead up to the airing of a longer 45-second TVC that weaves together moments featured in these shorter episodes.

The core creative concept behind the campaign is how it’s the thought that counts in Chinese New Year celebrations, illustrated through young children giving small handmade items or doing sweet things for their parents.

Below are two of the 15-second episodes:

Below is the longer 45-second TVC:

Yvonne Tang, senior director of marketing at McDonald’s Hong Kong, said with so many brands making big, but generic statements around Chinese New Year celebrations, McDonald’s hopes to connect with people with more personal and emotionally-charged messages.

Andreas Krasser, associate planning director at DDB Group Hong Kong, the creative agency in charge of the campaign, said consumers they interviewed for research focused more on seemingly insignificant rituals and small moments before Chinese New Year rather than the big dinners and fireworks seen as symbolic of Chinese New Year.

“Our creative strategy reflects this by celebrating those little moments that mean so much to people and shifting the focus away from the usually communicated Chinese New Year iconography,” Krasser said.

Client: McDonald’s Hong Kong
Creative Agency: DDB Group Hong Kong
ECD: Clifford Ng
Creative Team: Frankie Fung, Paul Yu, Ben Ling, Tony Cheung, Nelson Tsui
VP Regional Director: Peter Rodenbeck
Account Servicing: Gladys Chin, Jan Lee, Sharon Hui, Calida Fok, Apple Ng, Elaine Kwan
Planner: Andreas Krasser
Producer: Annie Tong, Vincent Wong
Media: OMD Hong Kong
Media Team: Germaine Tse, Tiffany Cheng, Phoebe Ng, Yvonne Chiu, Derek Yip, Eppie Tsang, Pez Mo, Verna Kwan, Queenie Shek, Kenneth Li
TVC Directors: Johnny Au – Production Station, Barry Mok -– Bingo

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