Campaign details

Brand: McDonald's
Brand owner: McDonald's
Lead agency: DDB Group Hong Kong
Country: Hong Kong
Industries: Restaurants & takeaways
Media channels: Online video, Outdoor, out-of-home, Radio & audio, Social media, Television
Budget: 500k - 1 million

Executive summary

This case shows that you can create a lot of noise even when there isn't a lot of news. By interrogating what was fun about McNuggets and Shake Shake Fries, McDonald's derived a product experience that could be expressed as a fun movement. We then enlisted two celebrities to turn this movement into a summer hit. We launched during a TV commercial break, completely unbranded. The song become a success, before being leveraged back into the brand to become our biggest summer campaign to date – a product truth turned into entertaining cut-through content and amplified by innovative use of media.

Market background and cultural context