SHANGHAI, JUNE 3, 2013 – TBWA\Shanghai has announced a new Happy Meal campaign for McDonalds China. The new campaign showcases the return of the red box and its tantalizing new magical experience, which is also part and parcel of McDonalds’ avowed global ambition to “champion generations of healthier and happier children”.
The campaign centers around a television ad focusing on McDonalds’ wide range of family-friendly offerings, as well as the joyful experiences they have to offer. When the children open the box, a wide range of fun objects emerge from it, such as balloons, toys, and even a big inflatable slide, to the delight of the children.
Christine Xu, Vice President and CMO of McDonald’s China, said that families are at the heart of the McDonald’s brand globally and that it was very exciting to be showcasing this product and celebrating happiness. Brian Swords, Managing Director of TBWA\Shanghai added that they wanted to reflect the popularity of the box and focus on the fun experience that McDonald’s brings to children.
Credits:
Project Name: McDonald’s Happy Meal Launch 2013
Creative Agency: TBWA\Shanghai
Client: McDonald’s China
Managing Director: Brian Swords
Account Director: Angela Zhou
Head of Creative: Edmund Choe
Group Creative Director: Gordon Shu
Creative Director: Joe Zhou
Associate Creative Director: Steven Chung
Senior Art Director: Popo Jin
Senior Copy Writer: Ming Zhang
Strategist: Jocelyn Tse
Head of TV: Raymond Lau
Director: Didier Borgel Hansen
Production Company: Lunar Films Shanghai
Production Company Executive Producer: Ken Yap
Media Agency: OMD
OMD Media Team: Jack Wu, Tracy Luk, Bei Pei, Joe Wang, Joyce Zhang, Maruken Zhang
McDonald’s Media Team: Gavin Quan, Colin Chen
Category/Exposure: TV
Territories: Mainland China
