SHANGHAI, CHINA – Tuesday January 27, 2015 – TBWA\Shanghai has launched a 2015 Chinese New Year campaign for McDonald’s to rediscover the true meaning of Chinese New Year with consumers.
Chinese New Year can be difficult for many young Chinese, especially those who work outside their hometown – trouble to get a train ticket, long hours sitting in traffic on long stretches of highway, and the unceasing interrogations from relatives about job, marriage and status. However they still want to go home during this special time of year because there are people they care about and who care about them at home. Spending CNY with the people that really matter – this is the true essence of reunion and CNY.
McDonald’s China and TBWA\Shanghai want to remind people to enjoy much-anticipated quality moments with the people that really matter.
The campaign launches with a 30-second thematic manifesto in real life documentary style that communicates the idea that, “I can celebrate my CNY without train tickets, good weather or red packs, but I can’t enjoy it without you. You are my CNY.”
The campaign also includes one 15-second commercial and OOH to promote the two seasonal limited heritage products rooted in CNY tradition: 年年有福堡(Prosperity Burger) and 红豆派(Red Bean Pie).
“The ‘You are my CNY’ concept touches on a very important societal topic. Success or progress in China may separate from the ones we love. The true value of CNY is the opportunity to reconnect with those people,” said Christine Xu, Vice President and Chief Marketing Officer at McDonald’s China.
Brian Swords, Managing Director of TBWA\Shanghai commented, “This integrated campaign is designed to build on the brand’s focus of togetherness in a very unique and local way.”