McDonald's Malaysia: Mekdi. Every Malaysian's McDonald's

QSR brand McDonald's embraced its local identity in Malaysia with a multi-channel campaign that saw it shed its outsider label and take a big step towards becoming a cultural brand.

Campaign details

Brand: McDonald's MalaysiaBrand owner: McDonald'sLead agencies: Leo Burnett, MalaysiaContributing agencies: OMD, MalaysiaMarket: MalaysiaSector: Restaurants & takeawaysMedia channels:Mobile & apps, Packaging & design, Websites &...