Campaign details
Brand: McDonald'sBrand owner: McDonald'sLead agency: DDB Group Hong KongCountry: Hong KongIndustries: Restaurants & takeawaysMedia channels: Online video, Outdoor, out-of-home, Radio & audio, Social media, TelevisionBudget: 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...