Brief Explanation

Fast Food in China was moving very fast along the growth of country, with constant promotions for quick transactions. The category had become extremely functional. Worst is, everyone became identical. To find a way to win the hearts of our customers, we went back to the essences of McDonald’s brand. Around the world, McDonald’s has always been a hub for its convenience. Research indicated this ‘hub’ in China is much more emotional. It’s where people come together to re-live those human connections that is increasingly lacking of in modern China. The idea ‘It’s good to get together’ aimed to celebrate this. By becoming a hub of human connections, enjoyment at McDonald’s is beyond food but meaningful moments between people. We told a story of our young adults. They are the future of China, yet suffer from immense pressure from the uncertainties it bring. With “68% [claiming] their generation is struggling to find jobs”, they know it’s a long way to go before they can realize their dreams. These are the emotional pressures get in the way of connecting with loved ones. However no matter the stress and difficulty McDonald’s is here with them, for good. It’s good to get together.