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McDonald’s takes on societal issues in China with ‘It’s good to get together’ campaign

McDonald’s is taking on societal issues in China with a series of commercials with themes on migration, the future for children and the cultural preoccupation with achievement. The agency behind the campaign was TBWA. “With this campaign, we wanted to reframe the lens through which people view the McDonald’s brand, not just as a place for great food, but as a hub where real human connections happen,” said Christine Xu, VP and CMO at McDonald’s China. “That’s the true value of our brand.” A digital element invites customers to get involving by sharing their own experiences on the importance of togetherness a modern China, on the McDonald’s campaign website. The campaign will run until 15 May. Credits: Project Name: McDonald’s Brand Campaign 让我们好在一起 (‘It’s Good to Get Together’) Creative Agency: TBWA\Shanghai Client: McDonald’s China Managing Director: Brian Swords Business Director: Jane Lim Group Account Director: Chrix Yong Executive Creative Director: Gordon Shu Creative Director: Yvonne Ye Creative Group Head: Bao Si Wen Senior Copywriter: Jia Jia Liu Associate Planning Director: Jocelyn Tse Head of TV: Mo Chan Producer: Bryan Xiao Director: Johnny Au Director of Photography: Qian Xiang Production Company: Cases Films Production Company Executive Producer: Paddy Xu Media Agency: OMD OMD Media Team: Jack Wu, Tracy Luk, Joy Ma, Alice Ye, Breanda Jiang McDonald’s Media Team: Gavin Quan, Colin Chen Category/Exposure: TV, print, OOH, and Digital Territories: Mainland China

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