McDonald's Hong Kong: The Mirror Meal

Garron Chiu, Andreas Krasser

McDonald's, the fast-food brand, built an authentic partnership with pop culture icons to engage a Gen Z audience in Hong Kong.

Campaign details

Brand: McDonald's Brand owner: McDonald's Entrant company: DDBIdea creation: DDB Hong Kong Market: Hong Kong (SAR) Sector: Restaurants & takeaways Media channels: Packaging & design, Mobile & apps, Print - general, Social media, Television & Connected TV, Outdoor, Out-of-home, Radio & audio, Point-of-purchase, In-store, Virtual & augmented reality, Merchandise & free gifts Budget: 500k - 1 million

Executive summary

McDonald’s had lost its lustre with younger audiences in Hong Kong. The way back into their hearts and stomachs started with a simple...

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