A father struggles with the adolescent teenage growth of his little girl in new McDonald’s film via Leo Burnett Taiwan
McDonald’s Taiwan wanted to launch a branding campaign to reinforce awareness of McDonald’s brand values: a place to connect with family and enjoy a good meal. The client wanted to remind its customers of all the feel-good moments they had in on of their restaurants.
Taiwanese middle-class families have very busy lives and often the time to connect with loved ones is limited to eating occasions. As such, McDonald’s is a place where crucial moments in family-relationships can happen. Lately public discussion in Taiwan is often about new societal phenomena like single-parenthood and the challenges that come with it. Leo Burnett Taiwan saw this as a great opportunity for McDonald’s to join the conversation and show our inclusive values that our restaurants are a space for everyone to connect. They developed a “Feel-good moments” theme to showcase the memorable moments of loved ones connecting over a good meal.
The video instantly went viral, hitting 4 million views on social media in the first 2 days and dominated the discussion on social media.
Chief Creative Officer/Copywriter: Murphy Chou
Chief Strategy Officer: Leslie Chang
Copywriter: Chiahan Chen
Creative Director/Copywriter: Jin Yang
Art Director: Nana Chen
Director: Maisy Choi
Agency Producer: Evans Kao