McDonald's Hong Kong

1. Tina Chao - Chief Marketing and Digital Customer Experience Officer

DDB Worldwide Hong Kong *Lead Agency

1. Garron Chiu - Associate Strategy Director 2. Peter Rodenbeck - VP Regional Director, DDB Asia 3. Andreas Krasser - Chief Executive Officer 4. Frankie Fung - Chief Creative Officer 5. Tony Leung - Creative Director 6. Iker Lin - Creative Director 7. Roden Chau - Associate Creative Director 8. Maggie Cheung - Group Business Director

How do you get GenZ excited about the Big Mac when they saw it as their “dads’ burger”? The answer: rather than promoting the Big Mac, you create a shared cultural moment, fueled by social media, that gives this generation a chance to remake something that belonged to their parents into their own icon. With the help of Hong Kong’s rising pop idol Keung To, we turned an old-fashioned burger into the sandwich of Hong Kong’s GenZ, reconnecting the brand with a younger generation and breaking viral records.