McDonald’s Malaysia celebrates family bonds in Lunar New Year film “The Blessing” via Leo
To celebrate this Lunar New Year, McDonald’s Malaysia launched “The Blessing”, created by Leo Malaysia, a heartfelt film reminding viewers that through life’s ups and downs, family remains our greatest fortune.
“The Blessing” follows last year’s film, “The Wish”, bringing back the same characters and cast while shifting the focus to a different, very real family tension: the sibling dynamic and the responsibility of caring for an aging, unwell parent.
Directed by Dick Chua of D Moving Pictures, the film explores the unspoken obligations, expectations, and pressures that can surface within families during the festive season.
Every year, McDonald’s Prosperity campaigns reframe what prosperity really means, reminding us that true prosperity means being grateful for who we have, not what we have.
Chin Mei Lee, Chief Marketing Officer of McDonald’s Malaysia, said that “The Blessing” is one chapter within the brand’s broader three-month Prosperity campaign, a nationwide celebration created to unite Malaysians in the spirit of the season.
From the return of limited-time favourites like the Prosperity, Golden Prosperity and Fish Prosperity Burgers, to large-scale activations such as “Makan Emas, Menang Emas” where customers stood a chance to win a Proton eMAS 7 car, and the distribution of Fu Pows (red envelopes) featuring an exclusive 999.9 10g Gold Prosperity bar, the campaign brings the joy of giving and receiving to life.
Beyond promotions, the initiative deepens its impact through RM420,000 in contributions to Ronald McDonald House Charities Malaysia, funded by 20 cents from every Prosperity Burger sold, alongside Open House celebrations across 13 states and annual visits to old folks’ homes nationwide.
Together, every effort from menu to moments reinforces one simple belief: prosperity is better when shared.
Barry Victor, Senior Client and Creative Partner at Leo Malaysia, added: “In a season saturated with louder and larger festive narratives, the work that endures is often the most human. Spectacle may capture attention, but authenticity earns meaning. When we anchor stories in everyday truths and familiar tensions, we move beyond celebration as performance and into celebration as reflection. That is where people see themselves, and where connection becomes lasting.”
Credits
Client: McDonald’s Malaysia
Chief Marketing Officer: Chin Mei Lee
Senior Marketing Manager: Aaron Raj
Senior Marketing Manager: Teoh May Sun
Assistant Manager: Faiz Hamid
Agency: Leo Malaysia
Senior Client & Creative Partner: Barry Victor
Creative Director: Kuan Kim Wai
Associate Creative Director: Jeff Ho
Associate Creative Director: Jay Loh
Senior Art Director: Lim Kah Yan
Senior Writer: Audrey Tan
Designers: Hurul Ain, Ann Marie
Chinese Writers: Lee Pei Sien, Sylvia Ng
Client Partner: Don Michael Acelar De Leon
Account Director: Wong Siew Yau
Associate Account Director: Denise Toh
Production company: D Moving Pictures
Director: Dick Chua
Audio: The Rec Room
