WHY MCDONALD'S TOLD EVERYONE NOT TO TRY ITS LATEST BURGER

TitleWHY MCDONALD'S TOLD EVERYONE NOT TO TRY ITS LATEST BURGER
BrandMCDONALD'S
Product / ServiceHELL MCSCPICY
CategoryA03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantDDB Hong Kong, HONG KONG
Idea Creation DDB Hong Kong, HONG KONG
Media Placement OMD INTERNATIONAL Hong Kong, HONG KONG
Production DDB Hong Kong, HONG KONG
Post Production DDB Hong Kong, HONG KONG

Credits

Name Company Position
Peter Rodenbeck DDB Group Hong Kong Account Servicing
Andreas Krasser DDB Group Hong Kong Strategy
Frankie Fung DDB Group Hong Kong Creative
Garron Chiu DDB Group Hong Kong Strategy
Tony Leung DDB Group Hong Kong Creative
Iker Lin DDB Group Hong Kong Creative
Roden Chau DDB Group Hong Kong Creative
Maisy Choi Such Films Production
Maggie Cheung DDB Group Hong Kong Account Servicing
Jim Leung DDB Group Hong Kong Account Servicing
Irene Lo DDB Group Hong Kong Account Servicing

Background

For years, the McSpicy was one of McDonald's Hong Kong's most popular items. The McSpicy is known around the world for its spicy sensation. However, there had always been one issue for the McSpicy in Hong Kong; it wasn't actually that spicy. In fact, of all the products McDonald's Hong Kong has ever launched that were labeled 'spicy', none have been actually all that spicy. So when a new spice-challenge craze, popped up online by vloggers and influencers, swept over Hong Kong, we knew we had to use the McSpicy to capitalize. So we decided to launch a limited edition McSpicy. Lathered in extremely hot South Korean Ottogi Gochujang sauce, the product was dubbed the "Hell McSpicy". We had to attract the new "spice lovers" with something that could bring a little more excitement to their taste buds.

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