The 'Family connections' campaign also involves in-store mini games for families, as well as balloon and paper airplane-making activities and a giant inflatable slide erected in an outdoor shopping mall.
The 40-second 'Missing tooth' TVC features a little school boy who has lost a front tooth and has to face the day embarrassed by his appearance, ending up keeping his mouth firmly shut. It is only when he has a Happy Meal at McDonald's with his family that a smile finally comes out, and along the way ends up making a new friend who also sports a missing tooth.
Another 15-second spot was produced to promote a limited edition of McDonald's food strap featuring the same children sharing a happy moment.
“This campaign illustrates how McDonald’s is so much more than burgers, it’s about the moments of happiness and connection that it enables,” explains Diane Chiu, VP, Chief Marketing Officer of McDonald’s Hong Kong.
“We wanted to create a campaign with an authentic storyline and a big, single-minded idea. We hope the TVC’s uncomplicated message will be highly engaging with families in Hong Kong,” said Jeffrey Gamble, Executive Creative Director at DDB Hong Kong.
OMD is the media agency for the campaign.
Credits:
Project Family campaign
Client McDonald’s
Creative agency DDB Group
Executive creative director Jeffrey Gamble
Creative director Paul Chan, Shi Ping Ong
Associate creative director Paul Yu, Ha Lo Cheng
Art director Ciff Luk, Gloria Fung, Winnie Chan, Karen Au Young
Account servicing team Peter Rodenbeck, Irene Tsui, Gladys Chin, Jordan Cheung, Koman Ko, Tom Wong
Planning Amie Chan
Tribal Bob Fong, Dido Chow, Wing Tang, Stella Yuen, Karen Sung and Luna Hu
Producer Annie Tong
Production house The Clan Too Ltd.
Post-production Touches
Director Johnny Au
