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McDonald’s Malaysia Shows Tough Love in New ‘Rasa Sayang’ Campaign

TBWA Worldwide, 2 years, 4 months ago

TBWA\Kuala Lumpur has launched the latest campaign for McDonald’s Malaysia in conjunction with the new Happy Meal promotion

McDonald’s Malaysia Shows Tough Love in New ‘Rasa Sayang’ Campaign

‘Rasa Sayang’, which loosely translates to ‘Feel the Love’, celebrates family togetherness in Malaysia and resonates with both the rural and urban families. The traditional Malaysian folk song, also named ‘Rasa Sayang’, provides the soundtrack for the 60-second online film and a 40-second TV commercial.

The film demonstrates how Malaysian parents practice tough love, showcasing various children being disciplined for their misdemeanors. The peculiar punishments will rekindle fond memories for many Malaysian families.

The campaign centers around the message: “However you show it, it’s still rasa sayang,” with the parents eventually treating the children to a McDonald’s Happy Meal, and sharing quality family moments together.

The accompanying print campaign features warm black and white images of family moments with a poetic message that inspires family togetherness.

“Love doesn’t have to be soppy and cliché,” says VJ Anand, executive creative director at TBWA\Kuala Lumpur.

“We juxtaposed the happy ‘Rasa Sayang’ song with scenes of kids being punished, through writing 1000 lines, standing in the naughty corner, and executing ear squats; but ultimately the parents’ love for their children shine through.”

Creative Agency

Account Executive: Lee Xin Yi

Art Director: Hafidz Selamat

Associate Creative Director: Lay Jian-Yi, Maharis Azman

Chief Creative Officer: Sa’ad Hussein

Designer: Faridz Husaini & Michelle Yeoh

Digital Director: Aaron Gomez

Executive Creative Director: VJ Anand

Group Account Director: Loh Mun Yee

Project Manager: Nur Iman Oma

Senior Copywriter: Lee Tak Shune

Senior Planner: Eldon D’Cruz

Category: Food , Fruit and vegetables

Genre: Storytelling