| Title | CHEER FOR CHINA |
| Brand | McDONALD'S CHINA |
| Product / Service | McDONALD'S |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | DDB CHINA GROUP Shanghai, CHINA |
| Entrant Company: | DDB CHINA GROUP Shanghai, CHINA |
| Advertising Agency: | TRIBAL DDB SHANGHAI Shanghai, CHINA |
| Media Agency: | OMD CHINA Shanghai, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Michael Dee | DDB China Group | Chief Creative Officer |
| Jody Xiong/William Chang | DDB China Group | Creative Director |
| Jody Xiong/Leo Wan/Jay Hsu | DDB China Group | Art Director |
| Meredin Xu/Dola Qi | DDB China Group | Copywriter |
Online Participants: 1.2 Million Online Uninitiated News : Over 34,400 related news Video Views: Over 3 Million And the cheering dance broke the Guinness World Records for the biggest cheering squad.
After 6 weeks of rigorous training, the final 5 winners was selected from 1.2 million participants to represent McDonald’s as the official Cheering Squad. They then led 1,200 passionate students in front of the “Bird Nest” stadium to perform a well choreographed cheering dance breaking the Guinness World Records for the biggest cheering squad.
The challenge for McDonald’s is how to create a breakthrough campaign that generates conversations and buzz in the midst of many global and local sponsors of the Beijing Olympic in 2008. This campaign is to be the catalyst for consumers to share their passion for the games and China. The idea is to drive the viral effect through a unique approach of consumer collaborations.