McDonald's: A new Big Mac for a new generation

Fast food brand, McDonald's, successfully challenged Gen Z's perception of the Big Mac as outdated and irrelevant through a brand partnership with a rising pop idol in Hong Kong.

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 &...