MCDONALD'S "CAN'T STOP" BILLBOARD

TitleMCDONALD'S "CAN'T STOP" BILLBOARD
ClientMCDONALD'S HONG KONG
Product / ServiceMCDOANALD'S
CategoryA06. Retail
EntrantDDB WORLDWIDE Hong Kong, HONG KONG
Idea Creation DDB WORLDWIDE Hong Kong, HONG KONG
Media Placement OMD HONG KONG Hong Kong, HONG KONG

The Campaign

Hong Kong has a very competitive food and beverage market, McDonald’s HK wants to remind people the deliciousness of their food and the satisfaction it gives. We place a billboard in one of the highest traffic locations, just next to a major flyover in HK to tell our story. What do Hong Kong traffic and McDonald’s have in common? The yellow box junction on the road means you can’t stop the cars there, and our golden fries imitating the yellow box signifies you can’t stop eating them. This billboard acts as a strong reminder and awakening for people to drive to nearby McDonald’s to enjoy the tasty fries that they just can’t stop eating.

Creative Execution

We place our billboard right next to a high traffic flyover where thousands of drivers pass by every day. While they see the yellow box marking on the road, they also see a “yellow box junction” made of McDonald’s fries on the side. This would attract eyeballs and give McDonald’s the opportunity to promote itself.

The campaign attracted a lot of likes and discussions on social media, it also generated dramatic growth of sales during the first week of the campaign, and a steady growth in the following 2 weeks.

We place our billboard right next to a high traffic flyover where thousands of drivers pass by every day. While they see the yellow box marking on the road, they also see a “yellow box junction” made of McDonald’s fries on the side. The yellow box junction on the road means you can’t stop the cars there, and our golden fries imitating the yellow box signifies you can’t stop eating them. This billboard acts as a strong reminder and awakening for people to drive to nearby McDonald’s to enjoy the tasty fries that they just can’t stop eating.

Insights, Strategy and the Idea

One undeniable truth about McDonald’s fries is that once you start eating them, you cannot possibly stop. Thus, our strategy was to remind Hong Kongers of how irresistible McDonald’s fries are. And we would do so by utilizing one of Hong Kong’s most iconic traffic signs: The ‘Can’t Stop’ yellow box. With one crucial twist, however: instead of yellow lines, we showed…yes, you guessed it…yellow fries.

Credits

Name Company Position
Keith Ho DDB Group Hong Kong Chief Creative Officer & Managing Director
Lan Kong DDB Group Hong Kong GCD
Ray Nam DDB Group Hong Kong ACD
Fiona Hui DDB Group Hong Kong English Copywriter
Jamal Hamidi DDB Group Hong Kong ECD - Global Business
Peter Rodenbeck DDB Group Hong Kong VP Regional Director
Irene Tsui DDB Group Hong Kong Managing Director
Andreas Krasser DDB Group Hong Kong Chief Strategy Director
Maggie Cheung DDB Group Hong Kong Business Director
Jessica Chiu DDB Group Hong Kong Senior Account Executive
Annie Tong DDB Group Hong Kong Head of Broadcast, Hong Kong
Alex Li DDB Group Hong Kong Audio Visual Editor
B Ng DDB Group Hong Kong Head of Studio
Andy Chan Rangers Picture Production Limited Director
Joe Lam Ray Man Photography Photographer
KingKong Cheng DDB Group Hong Kong Senior Computer Visualizer