JOB INTERVIEW-FLIGHT ATTENDANT

TitleJOB INTERVIEW-FLIGHT ATTENDANT
BrandMCDONALD'S
Product / ServiceMCMUFFIN
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantLEO BURNETT TAIWAN Taipei, TAIWAN
Idea Creation LEO BURNETT TAIWAN Taipei, TAIWAN
Production YUAN YUAN PRODUCTION Taipei, TAIWAN

Credits

Name Company Position
Murphy Chou Leo Burnett Taiwan Chief Creative Officer
Jin Yang Leo Burnett Taiwan Executive Creative Director
Kenji Ho Leo Burnett Taiwan Art Director
Chiahan Chen Leo Burnett Taiwan Associate Creative Director
Leslie Chang Leo Burnett Taiwan Chief Strategy Officer
Ruby Shen Leo Burnett Taiwan Business Director
Penny Shih Leo Burnett Taiwan Account Director
Titan Liang Leo Burnett Taiwan Account Director
Rola Lee Leo Burnett Taiwan Account Executive
Joey Chen Leo Burnett Taiwan Account Executive
Evans Kao Leo Burnett Taiwan Agency Producer

Write a short summary of what happens in the film

The Chinese name of McMuffin means “Good luck” in Chinese. Last year we decided to target those who need luck the most, that is, the 200,000 students that participate in the University Entrance Exams every year and we have gained a huge success. This year we targeted at the other group of people who needed luck the most, especially with the current economic status, that is, job seekers. To advocate the theme of “Have a McMuffin, get some luck”, we replaced the original packaging with a new design that has our claim printed on it. We also created 3 commercials, featuring 3 interviewees whose luck has been turned around after they had their McMuffin for breakfast.

Cultural / Context information for the jury

Despite having a highly literate, educated population in Taiwan’s society, many still believe in a wide range of superstitions. To Taiwanese people, success is really more about luck than hard work. In order to attract good luck, people do all kinds of things. Thousands of students would visit the temple and have rice dumplings prior to the college entrance exam to seek blessings. Business owners would wear bead bracelets and decorate their shops with citrine crystals to thrive their business. Everyone in the IT industry uses Kuai Kuai, a popular coconut-butter flavored snack to protect servers and other machines, because the name of the snack “Kuai Kuai" stands for obedient or well-behaved in Chinese. Job seekers also follow many superstitions to wish good luck in job hunting. Many of them would visit temples, wear bead bracelets, carry red envelopes with them prior to the interviews.

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