Title | MOVING |
Brand | McDONALD'S CHINA |
Product / Service | McDONALD'S |
Category | A09. Retail stores, restaurants & fast food outlets |
Entrant | TBWA\SHANGHAI, CHINA |
Entrant Company | TBWA\SHANGHAI, CHINA |
Advertising Agency | TBWA\SHANGHAI, CHINA |
Media Agency | OMD CHINA Shanghai, CHINA |
Production Company | CASES FILMS Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Christine Xu | Mcdonald's China | Vp/Cmo |
Agatha Yap | Mcdonald's China | Senior Marketing Directior |
Brian Swords | TBWA Shanghai | Managing Director |
Jane Lim | TBWA Shanghai | Business Director |
Travis Zhou | TBWA Shanghai | Associate Account Director |
Gordon Shu | TBWA Shanghai | Executive Creative Director |
Yvonne Ye | TBWA Shanghai | Creative Director |
Jocelyn Tse | TBWA Shanghai | Associate Planning Director |
Mo Chan | TBWA Shanghai | Head Of Tv |
Steven Chung | TBWA Shanghai | Creative Director |
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 our customers' hearts, we went back to the essences of McDonald’s brand. Globally, 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. This's a story about a young family moving closer to a good school, a common behavior within China’s competitive education system, even though property near elite schools costs 20+% more. This's one of the many sacrifices parents make to ensure a better future for their child. However to these lonely children of the one-child-policy generation, moving for a better future means leave their friends behind. However no matter the stress and difficulty McDonald’s is here with them, for good. It’s good to get together.