| Title | NIGHT SIDE OF McDONALD'S |
| Brand | McDONALD'S RESTAURANTS (HONG KONG) |
| Product / Service | McDONALD'S DINNER THEME STORE |
| Category | A06. Use of Special Events And Stunt/Live Advertising |
| Entrant | DDB GROUP HONG KONG, HONG KONG |
| Entrant Company | DDB GROUP HONG KONG, HONG KONG |
| Advertising Agency | DDB GROUP HONG KONG, HONG KONG |
| Production Company | BLACKNWHITE Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Jeffry Gamble | DDB Group Hong Kong | Chief Creative Officer |
| Asawin Phanichwatana | DDB Group Hong Kong | Creative Director |
| Nateepat Jaturonrasmi | DDB Group Hong Kong | Creative Director |
| Frankie Fung | DDB Group Hong Kong | Creative Director |
| Paul Yu | DDB Group Hong Kong | Creative Director |
| Martin Tong | DDB Group Hong Kong | Creative Director |
| Jeffry Gamble | DDB Group Hong Kong | Copywriter |
| Frankie Fung | DDB Group Hong Kong | Copywriter |
| Paul Yu | DDB Group Hong Kong | Copywriter |
| Jesse Wong | DDB Group Hong Kong | Copywriter |
| Asawin Phanichwatana | DDB Group Hong Kong | Art Director |
| Nateepat Jaturonrasmi | DDB Group Hong Kong | Art Director |
| Martin Tong | DDB Group Hong Kong | Art Director |
| Chevy Ho | DDB Group Hong Kong | Art Director |
| Larry Lim | DDB Group Hong Kong | Art Director |
| Ariya Hagihara | DDB Group Hong Kong | Art Director |
| Marcin Brzezinski | DDB Group Hong Kong | Art Director |
| Manolis Perrakis | DDB Group Hong Kong | Art Director |
| Gladys Chin/Koman Ko/Timothy Wong | DDB Group Hong Kong | Account Services |
Customers loved the unique dinner experience. The store attracted 40% more visitors and generated 20% of incremental sales in just 3 weeks! And most importantly, people realized that McDonald’s is a great place to enjoy dinner with friends.
Reverse bouncers and eye catching air-walkers invited pedestrians into the store, and we used light changing bulbs, starry emission lights, black lights, and an online juke box audio system to create an entirely different night side to McDonald’s.
The night is when Hong Kong comes alive. And in Hong Kong, it all begins with a fun dinner. The problem was that nobody went to McDonald’s. Most Hong Kong people see McDonald’s as a place to eat dinner alone, and that’s not fun at all. We wanted to change this perception.