The 'Happy Meal' Red Box Returns to China

TBWA\Shanghai today announced the new ‘Happy Meal’ campaign for McDonald’s China. The campaign introduces the iconic red box and the magical experience it brings. It is also part of the McDonald’s global ambition ‘to champion generations of healthier and happier children’.
 
The campaign is led with a television commercial that focuses on the many family offerings available in the restaurant and the joyful experience they bring. Balloons, hostesses, slides and toys magically appear from the box, spreading happiness.

Christine Xu, Vice President and Chief Marketing Officer of McDonald’s China commented, “Families are at the heart of the McDonald’s brand globally. It’s very exciting to be elevating this iconic product and celebrating the happiness with the return of the magic box.”
 
Brian Swords, Managing Director of TBWA\Shanghai commented, “Globally, the ‘Happy Meal’ box is an iconic product. It captures children’s imagination, so for this campaign we wanted to reflect that and highlight the joyous experience that McDonald’s delivers to children.”
 
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