DDB Hong Kong & McDonald's Celebrate the Little Things for Chinese New Year
Chinese New Year. It’s Hong Kong’s biggest celebration of the year. Fireworks, lavish festivities, colourful parades and elaborate lion dances fill the city.
But the real joy of Chinese New Year (CNY) isn’t in the big rites, it’s in the sum of the little rituals that surround the big events: putting money into red packets, peach blossoms, making dumplings together. It’s all about celebrating and appreciating the small and intimate moments during this season.
Embracing the belief that it’s the little that means a lot, McDonald’s and DDB Group Hong Kong have launched a festive season campaign that shifts the focus of CNY from the public and dutiful to the personal and intimate.
Yvonne Tang, Senior Director, Marketing at McDonald’s Hong Kong explains, “With so many brands making big, but generic statements around the Chinese New Year celebrations, we will connect with a more personal and emotionally-charged message. Our campaign illustrates that it’s the small things that truly give you happiness over CNY.”
Andreas Krasser, Associate Planning Director at DDB Group Hong Kong added, “When we interviewed consumers and asked them what makes CNY memorable to them, no one talked about the big dinners or fireworks. Everyone was focused on the seemingly insignificant rituals and small moments that mostly happen before the actual holiday. Our creative strategy reflects this by celebrating those little moments that mean so much to people and shifting the focus away from the usually communicated CNY iconography.”
The media format itself represents the core idea of the campaign.
Five short and unbranded 15-second episodes will be aired gradually over three weeks in the lead up to the launch of a 45-second thematic TVC.
The unbranded snippets capture the heart-felt emotions children encounter during their small, but deeply significant CNY moments.
A boy bringing home a decoration he made at school to his mum; a little girl picking out a present for her new baby brother; a girl making a dumpling for her grandma.
The thematic TVC launches in cinemas today and on terrestrial TV on 2 February, bringing all the small moments together to create a mosaic of the CNY feeling.
The campaign is complemented by a unique collectible range of Hello Kitties and bespoke food offerings that bring a distinct CNY experience to the stores.
Advertiser: McDonald's Hong Kong
Account Manager: Gladys Chin, Jan Lee, Sharon Hui
Account Managers: Calida Fok, Apple Ng, Elaine Kwan
Creative: Frankie Fung, Paul Yu, Ben Ling, Tony Cheung, Nelson Tsui
Creative Agency: DDB Group Hong Kong
Executive Creative Director: Clifford Ng
Planners: Andreas Krasser
Producer: Annie Tong, Vincent Wong
Regional Director: (VP) Peter Rodenbeck
Media Agency: OMD Hong Kong
Director: Johnny Au – Production Station, Barry Mok - Bingo
Category: Fast food , Retail and restaurants