McDonald's Case study I'M AMAZING by DDB Hong Kong

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I'M AMAZING

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Industry Fast food
Media Case study
Market Hong Kong SAR China
Agency DDB Hong Kong
Associate Creative Director Vincent Tse
Creative Director Frankie Fung, Asawin Phanichwatana, Nateepat Jaturonrasmi, Clifford Ng
Art Director Winnie Chan, Amy Lien, Maurice Moynihan
Producer Annie Tong, Vincent Wong
Released May 2013

Awards

Cannes Lions 2013
Media Lions Product & Service; Retail & E-Commerce, including Restaurants Silver

Credits & Description

Type of entry: Product & Service
Category: Retail and E-Commerce, including Restaurants
Advertiser: McDONALD’S RESTAURANTS
Product/Service: RESTAURANTS
Agency: DDB GROUP HONG KONG, HONG KONG
Group Executive Creative Director: Jeffry Gamble (DDB Group Hong Kong)
Creative Director: Asawin Phanichwatana (DDB Group Hong Kong)
Creative Director: Frankie Fung (DDB Group Hong Kong)
Creative Director: Clifford Ng (DDB Group Hong Kong)
Creative Director: Nateepat Jaturonrasmi (DDB Group Hong Kong)
Associate Creative Director: Vincent Tse (DDB Group Hong Kong)
Creative Technologist: Manolis Perrakis (DDB Group Hong Kong)
Writer: Daat Lai (DDB Group Hong Kong)
Writer: Thomas Selby (DDB Group Hong Kong)
Writer: Francis Chung (DDB Group Hong Kong)
Senior Art Director: Arthur Tse (DDB Group Hong Kong)
Senior Art Director: Miriam Yip (DDB Group Hong Kong)
Art Director: Amy Lien (DDB Group Hong Kong)
Art Director: Maurice Moynihan (DDB Group Hong Kong)
Art Director: Winnie Chan (DDB Group Hong Kong)
Producer: Annie Tong (DDB Group Hong Kong)
Producer: Vincent Wong (DDB Group Hong Kong)
Print Production: Christy Leung (DDB Group Hong Kong)
Print Production: Ng Ka Lok (DDB Group Hong Kong)

Results and Effectiveness

5.2 million in earned media. Within the space of 3 weeks we got over 10,000 entries. Close to 60,000 votes for the designs. Sold all the items in the store and raised almost $500,000 for charity. And the result we are most proud. Thousands of happy kids and parents.

Creative Execution

First, we launched a thematic TVC and posed a simple question to the children of Hong Kong: “If you could build the McDonald’s of your dreams, what would it look like?”
As entries flooded in by post, online and in our stores, we showcased some of them in newspapers, in online banners, and on social networks. We distributed leaflets in schools, which turned our question into an assignment. We held parties for our Mother’s Club and Kids’ Club. We turned traymats into blank canvases where children could draw their ideas. And online, people voted in the thousands for their favourite ideas, which we then built for real into the 'Most Amazing McDonald’s Restaurant in the World' in one of Hong Kong’s most popular shopping malls.

Insights, Strategy and the Idea

In Hong Kong, families were losing touch with the McDonald’s brand, so we were challenged to reconnect with them.
Our insight was the kids are, quite simply, amazing. They possess imaginations we can only dream of. But Hong Kong parents just don’t see it. They believe that success is only achievable through a relentless schedule of studying, exams, and after-school tuition. So to bring families back, and to get parents to love McDonald’s again, we decided to tap into parental pride by showing Hong Kong parents how innately amazing their children already are. And we did it by building the world’s first McDonald’s restaurant entirely designed by kids, for kids.