McDonald's Taiwan and Jolin Tsai fuse nostalgia with innovation in new campaign

To celebrate its 40 years in 2024, McDonald's Taiwan has partnered with advertising agency Leo Burnett Taiwan to launch a year-long anniversary campaign titled “Simple Happiness”.

Starring popular Taiwanese singer Jolin Tsai, the campaign kicks off with a microfilm that depicts moments of simple happiness across four decades. The film begins in 1984, marking the year when McDonald's Taiwan first opened its doors. It then takes the audience through significant milestones including the introduction of the Happy Meal in 1988 and the celebration of McDonald's Taiwan's 40th anniversary in 2024.

The campaign video features a transition from village streets to bustling cityscapes, which was achieved through 3D animation and a timelapse effect, symbolising the passage of time. Within the visual journey, Tsai transforms into a time-travelling fairy, bringing moments of simple happiness.    

To capture the different eras depicted in the film, the entire production was shot within a virtual studio, in collaboration with Moonshine XR Studio. Utilising 3D modelling and mapping technology, the film recreated the various settings. Additionally, artificial intelligence (AI) was employed to recreate McDonald's nostalgic packaging designs from the past in the film

The song featured in the film, also known as "OH LA LA LA," was composed and performed by Tsai. The music video for the song, along with the release of the track itself, is scheduled to debut on Spotify in early 2024.

Brenda Kou, CMO, Asia business unit, McDonald’s, said: “To commemorate McDonald’s 40th anniversary in Taiwan, we loved the idea of creating a ‘happiness time machine’: a campaign that revisits memorable moments of simple happiness over the past 40 years. By embracing the latest virtual production technologies, it also looks to the future, positioning McDonald’s Taiwan as an icon of food, tech and transformation.” 

Kevin Yang, CEO and CCO at Leo Burnett Taiwan, said: “McDonald’s holds a special place in the hearts of Taiwanese people. When it first opened in 1984, it brought new cultural influences and immediately became a place where shared memories are created, like a good friend we’ve all grown up with. After many years of adapting global propositions to local culture, McDonald's Taiwan is a loved and essential brand among many Taiwanese people.” 

“We created five distinct settings using 3D modelling and huge LED screens. Simulating natural sunlight was one of many hurdles, but after months of extensive planning and testing, our story was freed from the constraints of physical locations, giving us greater control, flexibility and creativity,” said Hsiao Ya-chuan, director of the film.   

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

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