ASIA-PACIFIC – SHANGHAI, CHINA, MARCH 2011 – For long-term client McDonald’s, TBWA has launched a new TVC series in the truthful and simple voice that the agency has created for the fastfood retailer. The first three of the five TVC’s in the series launched on March 1 across China.
The manifesto ad for the series celebrates the perfection of nature. “McDonald’s goes to great lengths to ensure that nothing artificial gets into their chicken,” said TBWA Asia Pacific Creative at Large John Merrifield. “We simply wanted to ensure that nothing artificial gets into our communication. This meant stripping everything away that wasn’t necessary. Simple, pure, direct.”
Phyllis Cheung, CMO of McDonald’s commented, “All of McDonald’s chicken is naturally grown in their own pace with zero interruption. We are committed to zero hormones and zero preservatives added to our chicken. TBWA’s creative idea populates McDonald’s advocacy of natural growth in a highly resonating manner that speaks to the audience’s heart.”
CREDITS
Project Name: McDonald’s Chicken
Creative Agency: TBWAShanghai
Client: McDonald’s
Executive Creative Director: John Merrifield
Art Director: Jason Sheng
Copywriter: Jason Zhang
Film Director: Richard de Aragues
Production Company: Black & Cameron
Senior Vice President: Ruth Ang
Planning Director: Ellen Hou
Executive Producer: Haydn Evans
Account Director / Senior Account Executive: Emily Fu
Account Executive/ Manager: Angel Zhang
Media Agency: OMD
