DDB Singapore chief executive officer David Tang said the project was the first of three assignments from McDonald's Singapore, which has a 15-year relationship in Singapore with Leo Burnett. The Fan-tastic campaign originated in Hong Kong, where McDonald's works with DDB, before a decision was made to launch the new products in Singapore first. "It was a Hong Kong brief first," confirmed Tang. "Once they decided it was going to be here, they decided to go with DDB. It's good to see McDonald's back with that kind of ambition and gusto."
"Globally, McDonald's has two agencies of record, Leo Burnett and DDB," said McDonald's senior communications manager Linda Ming. "This time around we are working with DDB, it's as simple as that."
The DDB campaign turns on the Chinese word for rice -- fan -- and includes TV, print, radio and buses. Media is being handled by OMD, with Citigate Dewe Rogerson charged with PR. A 30-second TVC, directed by Royston Tan, features a specially-written hip-hop music track, while print executions include newspaper wraps. The radio component will see DJs transmitting live from selected McDonald's stores.
McDonald's plots Singapore growth with local offers
DDB has confirmed its aim of making further inroads into the local McDonald's business, launching its latest rice burger products - the Chicken Fan-tastic and Beef Fan-tastic burgers.