Campaign details
Brand: McDonald'sBrand owner: MHK Restaurants LimitedLead agency: DDB Group Hong KongContributing agency: OMD Hong KongMarket: Hong KongSector: Restaurants & takeawaysMedia channels: Livestreaming, Merchandise & free gifts, Mobile & apps, Online video, Point-of-purchase, in-store, Social media, Virtual & augmented relaity, Word of mouth, influencersBudget: 500k - 1 million
Executive summary
How do you get Gen Z excited about the Big Mac when they think of it as their dad's burger?
The answer: rather than promoting the Big Mac, you create a shared cultural moment....