MCDONALD'S - SEE THE BRIGHT SIDE

JANE GOODALL INSTITUTE
CHIMPANIC

Tick-tock. Time is running out for the chimpanzee.

Chimpanzee populations have declined by 80% in the last 25 years and will continue to decline by an additional 80% in the next 30-40 years. Chimpanzees have already disappeared from 4 African countries, and are nearing extinction in many others.

Working with world-renowned artist, Edel Rodriguez, we created a powerful image that illustrates the urgency of the problem.

MCDONALD'S
SEE THE BRIGHT SIDE

As a brand that for the last 40 years has played a role in the lives of Hong Kong people, through good and bad, McDonald’s Hong Kong wanted to remind people of the brighter side of life.

And what better way to do this than by using bright new colors as a communication vehicle. Centering on the idea of ‘See the bright side’, we have launched a campaign that plays out McDonald’s messaging through its new assets of bright new dynamic packaging and bright new golden food choices – giving customers a free swap of two of their most favorite golden items – fries and corn cup.

The creative for the packaging will run in newspapers, MTR billboards and huge billboards on the Eastern and Cross Harbor Tunnels. In addition, the campaign will feature 35 buses wrapped in Hong Kong favorites, Fries and a local favorite, the Corn Cup. The bus sides, asking people to pick either of the two “golden” bus levels, will bring to life McDonald’s promotion of swapping from Fries to the Corn Cup, and will also be featured in a 10 second television spot.