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McDonald's China Shows "It's Good To Get Together"



TBWA/Shanghai launches a new brand campaign for fast food chain's China market

McDonald's China Shows "It's Good To Get Together"

TBWA\Shanghai has launched a new brand campaign for McDonald’s in the China market.

The campaign ‘It’s Good to Get Together’ focuses on the importance of human connection in a rapidly changing modern Chinese society, highlighting the real value of spending time together.

The campaign launched with three consecutive 60-second television spots on CCTV. The three films each feature an insight into modern China, connected to major social trends: migration, the price of our children’s future and the anxiety of achievement.

“With this campaign, we wanted to reframe the lens through which people view the McDonald’s brand, not just as a place for great food, but as a hub where real human connections happen,” said Christine Xu, Vice President and Chief Marketing Officer at McDonald’s China. “That’s the true value of our brand.”

The campaign also has a strong digital element, developed by TBWA’s Digital Arts Network (DAN) Shanghai. The digital campaign invites customers to participate in the campaign by sharing their own ‘Together’ experiences on the importance of being together in a modern China, on the McDonald's campaign site.

“We’re very proud of this brand work for McDonald’s, both because of the rich, local insights it draws on, and the elegant emotive storytelling that brings out the heart of the brand," commented Brian Swords, Managing Director of TBWA\Shanghai.

The campaign runs until May 15.


Project Name: McDonald’s Brand Campaign ‘It’s Good to Get Together’

Creative Agency: TBWA\Shanghai

Client: McDonald’s China

Managing Director: Brian Swords

Business Director: Jane Lim

Group Account Director: Chrix Yong

Executive Creative Director: Gordon Shu

Creative Director: Yvonne Ye

Creative Group Head: Bao Si Wen

Senior Copywriter: Jia Jia Liu

Associate Planning Director: Jocelyn Tse

Head of TV: Mo Chan

Producer: Bryan Xiao

Director: Johnny Au

Director of Photography: Qian Xiang

Production Company: Cases Films

Production Company Executive Producer: Paddy Xu

Media Agency: OMD

OMD Media Team: Jack Wu, Tracy Luk, Joy Ma, Alice Ye, Breanda Jiang 

McDonald’s Media Team: Gavin Quan, Colin Chen

Category/Exposure: TV, print, OOH, and Digital

Territories: Mainland China

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Genres: People, Scenic, Dialogue

Categories: Fast food, Retail and Restaurants

TBWA Worldwide, Tue, 22 Apr 2014 10:33:42 GMT