| Title | SEE THE WORLD LIKE A CHILD |
| Brand | MCDONALD’S CHINA |
| Product / Service | MINI CONE |
| Category | D01. Integrated Digital Campaign |
| Entrant | DDB CHINA GROUP Shanghai, CHINA |
| Entrant Company: | DDB CHINA GROUP Shanghai, CHINA |
| Advertising/Web Design Agency: | DDB CHINA GROUP Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Michael Dee | DDB China Group | Chief Creative officer |
| Chris Jones | DDB China Group / Tribal DDB Shanghai | Executive Creative Director |
| Kevin Chiu | DDB China Group / Tribal DDB Shanghai | Creative Director |
| Vincent Cao | DDB China Group / Tribal DDB Shanghai | Associate Creative Director |
| Tengchuen Swee, Yu Yong | DDB China Group / Tribal DDB Shanghai | Art Director |
| Yi Hsin Hsu | DDB China Group / Tribal DDB Shanghai | Senior Copywriter |
| Mike Zeng | DDB China Group / Tribal DDB Shanghai | Business Director |
| Jessie Yu, Celia Yang | DDB China Group / Tribal DDB Shanghai | Senior Account Manager |
Chinese workers live under constant pressure. All they see is bad news. Hard for them to “Make Room for Happiness”. McDonald’s invited people to see the world like a child again – while licking a mini-cone. We reinterpreted the daily news with “Mini-cone news” seen from a child’s perspective. On Sina’s news website we added interactive banners after news stories so people could interpret articles from a child’s viewpoint. We then spread this on Sina’s micro-blog. Everyone could participate using the hashtag “mini-cone” as they sent their own amusing tweets. In return they received a mobile coupon for a free mini-cone.