McDonald’s Hong Kong launches new ‘i’m lovin’ it’ campaign with BBDO Hong Kong

In Hong Kong, there’s an unspoken rule: if an English word ends in -n’, you’re probably thinking about McDonald’s. That’s what two decades of “i’m lovin’ It” has done. Few campaigns achieve that kind of iconic status.

Following its milestone 50th anniversary in 2025, McDonald’s Hong Kong starts its next chapter by launching a new campaign with BBDO Hong Kong that leverages the iconic status of ‘i’m lovin’ it’ while elevating it within the context of today.

The campaign is built on a simple fan truth: McDonald’s is the one place you never have to pretend.

It celebrates people showing up as themselves whether they be jammin’, dancin’, trainin’, flexin’, creatin’, playin’, gamin’, readin’. The campaign features Warner Music artists, MC Cheung, Panther Chan, Dear Jane, and HK professional tennis player, Coleman Wong, showing real versions of themselves.

Four TVC versions feature each talent showcasing their authentic passion and a different Extra Value Meal. MC Cheung’s playin’, Panther Chan’s gamin’, Dear Jane’s jammin’, and Coleman Wong’s smashin’.

The campaign extends across outdoor, digital, and social media, inviting Hong Kongers to share how they show up authentically at McDonald’s. By design, customers are encouraged to personalize the brand and make this campaign their own – extending reach while amplifying its central message.

Randy Lai, CEO of McDonald’s Hong Kong, said: “This work brings the ‘i’m lovin’ It’ idea to life in a way that reflects today’s customers’ lifestyles and attitudes. Last year’s ’50 Years of Love’ reminded us of the unique relationship each customer has with our brand, and this campaign allows us to continue celebrating that in a forward-looking manner.”

Andreas Krasser, CEO of Omnicom Advertising, added: “Very few brands have the equity to own a letter and a simple punctuation mark. We’re excited to bring ‘i’m lovin’ it’ into the next chapter of McDonald’s Hong Kong and to see people participate in this campaign.”

This marks the first major campaign from BBDO Hong Kong as the newly appointed creative agency for McDonald’s Hong Kong, working alongside long-standing media partner OMD. It signals the start of a new chapter for the brand following a 20-year partnership with DDB Hong Kong, and ushers in a new era of creative leadership with renowned creative John Koay, CCO of Omnicom Advertising, driving the brand’s creative vision on the agency side.

The campaign kicks off February 20th and will be supported throughout 2026 with evolving iterations.

Credits
Agency: BBDO Hong Kong
CEO: Andreas Krasser
Chief Creative Officer: John Koay
Creative Team: Jackie Wong, Maggie Lee, Suki Chung, Tony Cheung, Iker Lin and Chilli Wong
Managing Director: Maggie Cheung
Account Team: Jim Leung, Rafael Sin, Cecilia Ma and Oscar Lee
Media Agency: OMD