Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Big Mac
A New Big Mac For A New Generation

RAN IN: Hong Kong

CLIENT
MHK Restaurants Ltd.


AGENCY
DDB Group Hong Kong *Lead Agency

Peter Rodenbeck, VP, Regional Director
Andreas Krasser, CEO
Garron Chiu, Associate Strategy Director
Maggie Cheung, Group Business Director
Jim Leung, Senior Account Director
Frankie Fung, ECD
Tony Cheung, Creative Director
Iker Lin, Creative Director
Roden Chau, Associate Creative Director
Carrie Ma, Associate Account Director


OMD Hong Kong



SUMMARY

How do you get GenZ excited about the Big Mac when they thought of it as their “dads’ burger”? Rather than promoting the Big Mac, we created a shared cultural moment that gave them a chance to remake something that belonged to their parents into their own icon. With the help of pop idol Keung B, we turned an old-fashioned burger into the sandwich of GenZ, and while doing so, not only reconnected the brand with the city’s youth, but also broke all local viral records.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Influencers, Digital Mktg. – Short Video (:15-3 min.) ,Digital Mktg. – Social: Organic ,Digital Mktg. – Social: Paid,Digital Mktg. – Video Ads,Events,OOH – Billboards,Packaging & Product Design,Retail Experience: In Store,TV,User Generated Content & Reviews

Language: English