Campaign details
Brand: McDonald's ChinaAgency: iQIYICountry: CHINA
Marketing context
We discovered that young Chinese people have always been attracted to music and fashion goods with hip-hop elements, yet they are reluctant to express their true selves being restrained from social expectations, which is the contrary to the core spirit of hip-hop. Knowing this, we produced The Rap of China, the first internet hip-hop contest, to introduce the millennials to hip-hop culture and to provide them an emotional outlet.The show became such a hit and a cultural phenomenon, it even received acknowledgement and praises from...