The integrated campaign is part of a long-term branding initiative, and a second-phase of TV clips featuring local pop stars Soft & Hard, Eason Chen and Joey Yung making McDonald’s deliveries.
The creative concept highlights the bonding moments shared between family and friends, rather than emphasizing the service’s merits as a quick and high-quality delivery service seen by other chains.
The creative concept highlights the bonding moments shared between family and friends, rather than emphasizing the service’s merits as a quick and high-quality delivery service seen by other chains.
Among the scenes depicted in the TVCs is a sister who cheers up her injured brother; a boyfriend making amends after being preoccupied at work; and a group of defeated soccer fans who get a boost with their delivery arrives.
Credits:
Project McDelivery Launch Campaign 2009
Client McDonald’s Restaurant Hong Kong
Creative agency DDB Group, Hong Kong
Group creative director Jeffry Gamble
Creative director Asawin Phanich
Senior art director Jackson Wong
Associate art director Winnie Chan
Senior copywriter Polly Ko
Head of broadcast Annie Tong
Regional planning director Shiggy File
Business director Irene Tsui
Account director Amy Fok
Account manager Grace Lam
Account executive Eleanor Choi
Interactive agency Tribal DDB, Hong Kong
Managing partner & creative director Kevin Chiu
Senior copywriter Tammy Foo
Art director Joe Lai
Senior designer On Yee Lok
Interactive designer Stella Yuen
Senior programmer Chui Yee Tang
Programmer Alvin So
Senior account executive Jasmine She
Media agency OMD
Production company The Clan Too
Director Johnny Au
Exposure Television, print, outdoor, online
