McDonald's and DDB Group Hong Kong have launched a gritty new version of a recurring character known as Jack The Dipper, in a new campaign promoting McNuggets.
Previously a brightly clothed, flamboyant cartoon villain played for laughs, Jack has now been given the full Marvel treatment, complete with a dark, dystopian city setting and a cast of gifted compatriots known as the Dipper League.
The campaign includes four online games that involve collecting a set of virtual dipping sauces in order to unlock a safe and "steal" a virtual box of golden McNuggets. The prizes, all decided by lucky draws: 21 players will win a 6-piece box of McNuggets each day for 365 days, and one person will win a box of actual golden McNuggets worth HK$170,000 (US$21,790).
Ad Nut is not sure whether six McNuggets a day for 365 days is a prize or a sadistic punishment. And by the way, you have to buy McNugget meals in the first place in order to access the games.
But as far as the creativity here, Ad Nut digs the graphic-novel style. It's nice when brands branch out from their core look to do something more adventurous. No word yet on when Jack The Ripper will show up in an actual Avengers film, but it wouldn't surprise Ad Nut a bit.
The campaign also includes special packaging:
VP Regional Director, DDB Asia: Peter Rodenbeck
Managing Partner: Irene Tsui
Head of Strategy and Innovation: Andreas Krasser
Executive Creative Director, Global Business: Jamal Hamidi
Creative Team: Paul Yu, Tony Cheung, Roden Chau, Matthew Kwok, Venus Li & Winge Cheung
Account Management: Maggie Cheung, Jim Leung, Ivy Suen & Nickson Ng
Tribal: Bocys Lam, Ivy Kong, Nicole Lee, Amy Kong, Ally Au & Chi Wai
Head of Broadcast: Annie Tong
Visualiser: John Chan & Linus Liu
Media Agency: OMD
Bonus: Here's what Jack the Dipper used to look like:
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