DDB HK & McDonald's 'Dim Jack' Hijack Popular Drama Series
To add some extra cheer and excitement to its festive Christmas campaign, McDonald’s has brought back its well-known nuggets sauce lover character – Dim Jack. Only this time he has unexpected twist to his personality: instead of stealing dip dip sauce from McDonald’s unsuspecting customers, Dim Jack actually celebrates sharing with the campaign message of “一齊dip 一齊share 開心好多!” (It’s more fun when you dip and share!).
A brand synonymous with special sharing moments, McDonald’s has created a Dip Dip Sharing Box, including McWings, McNuggets, Chicken McBites and dip dip sauces, allowing consumers to share happy moments through the joy of food.
Co-created by McDonald’s HK, DDB Group Hong Kong and OMD Hong Kong, a teaser TVC was launched prior to the campaign to reignite the memory of Dim Jack stealing people’s favourite dip dip sauces. The TVC showcased the character’s unexpected twist when he realizes that sharing actually makes him happy and makes nuggets taste even better. As a result, he goes out to meet people, make friends with them and shares his nuggets and sauce, instead of stealing from McDonald’s hungry customers.
McDonald’s further dramatized the campaign with an industry first activation idea ‘HIJACK’ which illustrates “It’s more fun when you dip and share!” Dim Jack appears in various situations in an unexpected way. By sharing the Sharing Box, he interacts and makes friends with the people, spreading happiness to everyone in Hong Kong.
The first wave of the campaign hijacked the hugely popular HKTV drama警界線 (Borderline).
Right after a scene from the series, Dim Jack re-appears in the very same scene encountering one of the leading characters ‘Inspector Ying’ (played by Lawrence Chou). Dim Jack then shares his Sharing Box Inspector Ying and makes friends with him. The second video features another key scene in the last episode of Borderline, in which Dim Jack and ‘Joman’ (played by Joman Chiang) appear on screen together in an astonishing crossover scene.
Advertiser: McDonald’s Hong Kong
Account Manager: Jan Lee, Tom Wong, Koey Kong, Connie Yeung
Creative Agency: DDB Group Hong Kong
Art Buyer: Derek Yip, Eppie Tsang, Pez Mo, Verna Kwan
Creative: Frankie Fung, Paul Yu, Ben Ling, Tony Cheung, Nelson Tsui
Executive Creative Director: Clifford Ng
Planner: Andreas Krasser
Producer: Annie Tong, Denise Wong
Media Agency: OMD Hong Kong
Planner: Germaine Tse, Tiffany Cheng, Phoebe Ng, Yvonne Chiu
Director: M.C. So, (TVC) Man Chung - Film Factory, Barry Mok - Bingo
Producer: Lilian Fung
Production Company: HKTV
Category: Retail and restaurants , Retail stores