As part of Chinese New Year 2014, we were tasked to conceptualise a fresh new theme for McDonald’s annual Prosperity Campaign.
How can we inject a modern twist while staying true to traditional roots? Modern chingchong?
More importantly, how can we stand out from the tons of other Chinese New Year ads?
Since it was Prosperity's 8th year running and it featured 8 food products,
we decided to play up the idea of ‘8’. Besides, it's also an auspicious number.
So through the use of a splitscreen coupled with a bold colour palette inspired by
that of the luxurious ‘Shanghai Tang’ fashion label, we managed to cut through the clutter.
Through our splitscreen, we were also able to find the perfect marriage
of both our food and traditional festive icons.
Indeed it was a fulfilling campaign. Afterall, I'm a big fan of the Twister Fries.
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TVC - Main Campaign
(30 sec)
TVC - Burgers
(15 sec)
TVC - Sides
(15 sec)
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PRINT ADS
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OUTDOOR
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IN-STORE DISPLAY
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DIGITAL - WEBSITE
https://www.mcdonalds.com.sg/
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DIGITAL - MOBILE VIDEO
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Agency: DDB Group Singapore
Copywriter: Jinglin Ang (English), Jamie Teng (Mandarin)
Art Director: Yizhen Huang
Creative Director: Thomas Yang
ECD: Joji Jacob
Film Director: Tai Heng (Moviola Asia)
