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 looked the same. Fast Food in China was moving very fast along the growth the country, with constant promotions for quick transactions. The category had become extremely functional. Worst is, everyone starting to look identical. It became difficult to stand out in the category, not to talk about winning consumers hearts. 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 that 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 stories of people who represent the majority of McDonald’s business but more importantly they are also they ones who endure most of the emotional pressures in modern China, pressures that get in the way of connecting with loved ones. Young adults who grew up in the rapidly developing China said to come with infinite possibilities and opportunities. Being the future of China, they are also struggling with the uncertainties it bring and the stress of unattainable social expectations. For example, “68% said that their generation is struggling to find jobs*”, and “71% agreed that success is measured by things they own**”. While they all have big dreams they all feel it's a long way to go before they can realize them.Young families where parents are constantly making sacrifices for their children in hopes of a better future for them. 38.3% parents say they would go into debt if it meant their child could get a better education and 28.1% say they would invest in their child’s education at all costs***. In order to be eligible to enroll their child into a good school, families need to live near one. As a result, families are constantly move around in hopes of securing better education for their child within China’s highly competitive education system. However to these lonely children of the one-child-policy generation, moving for a better future mean having to leave their friends behind. Students or fresh graduates often follow the waves of urban migration to move to a new city for opportunities, leaving their loved ones and comfortable homes behind. Every year, about 18 million people migrate to urban areas; that is equivalent to the total population of Australia****. For many, it’s their first time stepping out of the house, as they embark on a journey on their own, they also need to brave through the dramatic changes living in an environment they are unfamiliar with. These stories became a 3 minute film that was aired on primetime TV to pause the nation. We wanted China to know no matter the stress and difficulty McDonald’s is here with them, for good. However this was only the beginning, consumers were invited to create videos expressing their own personal stories and feelings of togetherness and need for human connections within modern China. Because “It’s good to get together”. *“Meet the BRIC Millennials”, 2013; **“Global Attitudes on Materialism, Finances and Family”, IPSOS, 13.12.2013; ***Sina News, 16.03.2012; **** CNN, 21.01.2014