STILL MY LITTLE GIRL

TitleSTILL MY LITTLE GIRL
BrandMCDONALD'S / PROSPECT HOSPITALITY DEVELOPMENTAL LICENSEE OF MCDONALD'S
Product / ServiceMCDONALD'S
CategoryA01. Fiction & Non-Fiction Film: Up to 5 minutes
EntrantLEO BURNETT TAIWAN Taipei, TAIPEI
Idea Creation LEO BURNETT TAIWAN Taipei, TAIPEI
Production MILK N HONEY FILMS Taipei, TAIPEI
Production 2 MIND BIZ MULTIMEDIA TECHNOLOGY Taipei, TAIPEI

Credits

Name Company Position
Murphy Chou Leo Burnett Taiwan Chief Creative Officer
Jin Yang Leo Burnett Taiwan Creative Partner
Murphy Chou Leo Burnett Taiwan Copywriter
Jin Yang Leo Burnett Taiwan Copywriter
Chiahan Chen Leo Burnett Taiwan Copywriter
Nana Tsai Leo Burnett Taiwan Art Director
Ruby Shen Leo Burnett Taiwan Business Director
Leslie Chang Leo Burnett Taiwan Chief Strategy Officer
Evans Kao Leo Burnett Taiwan Agency Producer
Meredith Yuan Leo Burnett Taiwan Account Director
Lynn Yang Leo Burnett Taiwan Account Director
Mika Chang Leo Burnett Taiwan Account Manager
Claire Tsai Leo Burnett Taiwan Account Executive
Brenda Kou Prospect Hospitality Developmental Licensee of McDonald's Vice President, Marketing
Maisy Choi Milk n Honey Films Director
Ellie Chen Milk n Honey Films Executive Producer
Jing-Pin Yu Milk n Honey Films Director Of Photography
Miller Kuo Milk n Honey Films Producer
Pai Mei Chang Chien Mind Biz Post Production Editor
Allen Shih Mind Biz Post Production Sound Design Arrangement

Why is this work relevant for Entertainment?

This work is an entertaining short film, telling a humorous story with a twist ending. The brand is embedded and in the background.

Background

Every year McDonald's is planning a brand campaign, for 2019 the theme is feel-good moments at McDonald's. We were tasked to create a series of online films that can show those moments. The goal was to raise brand preference and reach a wide audience on social channels.

Describe the creative idea

We are showing moments of people bonding and having a good time at McDonald's.

Describe the strategy

For most Taiwanese McDonald's is a place to have a quick meal with the family after work and school. But family concepts are changing and there are more single-parent households. Our client asked us to create short films that can be shared on social channels, describing some situations in nowadays families and showing that McDonald's is a place to eat and have a good time with family.

Describe the execution

We developed multiple possible stories and situations happening at McDonald's and tested them internally. Eventually we choose a single-parent father story with a slightly sensitive topic of the first period. The video was placed on youtube on May 5th, mothers day to join a conversation about single-parent fathers also receiving praise on mothers day.

Describe the outcome

The short film was launched on YouTube in May 2019 and reached over 3.4 million views within a week after launch. Research showed a 15% increase in brand preference.

Links

Video URL