I'M AMAZING!

TitleI'M AMAZING!
ClientMcDONALD'S RESTAURANTS (HK)
Product / ServiceMcDONALD'S
CategoryA09. Environmental Design
EntrantDDB GROUP HONG KONG, HONG KONG
Entrant Company DDB GROUP HONG KONG, HONG KONG
Advertising Agency DDB GROUP HONG KONG, HONG KONG

Brief Explanation

This summer, we had to reconnect with kids and family. But how do you get parents to bring their children to McDonald’s when the kids’ summer is already filled with tutoring classes and extra curricula activity? We gave them another activity to work on, one that let the kids express their creativity and showed their parents’ how amazing their kids can be when they are allowed to just be kids.

The Brief

At McDonald’s, we believe that every kid is amazing. So we decided to prove it by asking them to design their very own McDonald’s store.

How the final design was conceived

In Hong Kong, families were losing touch with the McDonald’s brand, so we were challenged to reconnect with them. So we decided to show Hong Kong parents how innately amazing their children are by building the world’s first McDonald’s restaurant entirely designed by kids, for kids. The interesting thing about this project is that “we” didn’t arrive at the final design at all. The children of Hong Kong did. It was their ideas and their drawings that became the furniture and the decoration in the “Most Amazing Little McDonald’s in the World.”

Indication of how successful the outcome was in the market

5.2 million in earned media. Within the space of 3 weeks we got over 10,000 entries. Close to 60,000 votes for the designs. Sold all the items in the store and raised almost $500,000 for charity. And the result we are most proud. Thousands of happy kids and parents.

Credits

Name Company Position
Ng Ka Lok Ddb Group Hong Kong Print Production
Christy Leung Ddb Group Hong Kong Print Production
Vincent Wong Ddb Group Hong Kong Producer
Annie Tong Ddb Group Hong Kong Producer
Winnie Chan Ddb Group Hong Kong Art Director
Maurice Moynihan Ddb Group Hong Kong Art Director
Amy Lien Ddb Group Hong Kong Art Director
Miriam Yip Ddb Group Hong Kong Senior Art Director
Arthur Tse Ddb Group Hong Kong Senior Art Director
Francis Chung Ddb Group Hong Kong Writer
Thomas Selby Ddb Group Hong Kong Writer
Daat Lai Ddb Group Hong Kong Writer
Manolis Perrakis Ddb Group Hong Kong Creative Technologist
Vincent Tse Ddb Group Hong Kong Associate Creative Director
Nateepat Jaturonrasmi Ddb Group Hong Kong Creative Director
Clifford Ng Ddb Group Hong Kong Creative Director
Frankie Fung Ddb Group Hong Kong Creative Director
Asawin Phanichwatana Ddb Group Hong Kong Creative Director
Jeffry Gamble Ddb Group Hong Kong Group Executive Creative Director