Title | STILL MY LITTLE GIRL |
Brand | MCDONALD'S / PROSPECT HOSPITALITY DEVELOPMENTAL LICENSEE OF MCDONALD'S |
Product / Service | MCDONALD'S |
Category | A01. Fiction & Non-Fiction Film: Up to 5 minutes |
Entrant | LEO 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 |
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 |
This work is an entertaining short film, telling a humorous story with a twist ending. The brand is embedded and in the 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.
We are showing moments of people bonding and having a good time at McDonald's.
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.
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.
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.