McDonald’s HK extends CNY blessings with first AI-generated campaign

This year, McDonald's Hong Kong is celebrating Chinese New Year by harnessing the power of generative AI in its latest integrated campaign for the first time.

Created in collaboration with DDB Group Hong Kong, the campaign has leveraged the idea of last year’s “Raise Your Arches” campaign, which saw a range of celebrities raise their eyebrows (symbolising the signature McDonald’s golden arches) and invite everyone to go to McDonald’s.

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This campaign comes with a video which airs from today (9 February 2024) until 20 February 2024. By leveraging generative AI, the campaign showcases a range of creative and fantastical McDonald’s worlds. It has also featured artists from Warner Music and local celebrities Bowie Woo (胡楓) and Helena Law (羅蘭), “raising their arches” and extending Chinese New Year blessings to everyone. 

The TVC opens with fireworks celebrating the opening of an AI McDonald’s restaurant, with MC Cheung being the first to appear and wish everyone a happy new year. Following suit, Fung and Law make unexpected entrances with their blessings. Singers Panther Chan and Gareth T. then join in, adding their touch of surprise and joy. After that, local band Dear Jane appears riding aboard a UFO.

Together with the audience, they explore a range of vibrant McDonald’s worlds, symbolising even more happy moments from McDonald’s in 2024.

Aside from the usual channels of social media, in-restaurant, and out-of-home (OOH) advertising billboards, this campaign will also bring the raised arches invitation to the massive travellator that runs from Hong Kong Station to Central, aiming to capture attention along one of the busiest parts of the MTR network. 

Moreover, the campaign video can also be viewed on the LED advertising billboard between the entrance of Harbour City and Star House from 7 February 2024 to 20 February 2024.   

Tina Chao, chief marketing and digital customer experience officer, McDonald’s Hong Kong, said: “It’s been fun exploring the possibilities with generative AI, and how it can complement our brand. We believe the visual interest and impact of AI has added extra flavours to the celebration in this Chinese New Year campaign, capturing the joy and sense of hope and possibilities.” 

Frankie Fung, chief creative officer, DDB Group Hong Kong, said, “One of the great things about McDonald’s is that they are always eager to try new things. We are excited to show Chinese New Year celebrations in such a fun and unexpected way.”

MARKETING-INTERACTIVE has reached out to McDonald’s for more information. 

Don’t miss: McDonald's HK wows HKers with McNuggets art exhibition and metaverse experience

This is not the first time McDonald’s Hong Kong has embraced new technologies and modern art to creatively connect with its customers. Back in July last year, McDonald’s Hong Kong partnered up with DDB Group Hong Kong to launch McNuggets' 40th anniversary campaign, which included launching a chicken McNuggets art exhibition and creating the first McDonald’s-themed metaverse gaming experience.

Done in collaboration with multi-hyphenate creative director Kevin Poon, the pop art exhibition dedicated entirely to the McNuggets opened at the Arts Pavilion – the "Coach McNugget Art World". The Arts Pavilion was transformed into an immersive journey that fuses art, technology, and culture, featuring multinational creatives.

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