M05. Social Media

Media Awards

Chinese New Year is about the only time of year when McDonald’s – as a U.S. fast food giant – found little role to play. However, CNY also sets off the world’s largest annual human migration as millions ‘migrate’ from 1sst tier cities back to their 3rd and 4th tier cities, Chinese also complete a whole set of ‘transfiguration’, their names change from ‘Mary’- which has an urban ring- to ‘Cuihua’- which has a rustic ring, their outfits change and even daily routines change. McDonald’s has a Chinese name—Golden Arches that mocked historically but given the ‘transfiguration’ traditions can now have cultural relevance with Chinese consumers.

  • Prizesilver
  • Campaign TitleThe Chinese New Year Transfiguration of McDonald's
  • AgencyBBDO China
  • Credit Client BrandMcDonald's
CREDITS OF PEOPLE