Of the abundance of Chinese New Year campaigns by brands this year, McDonald’s Hong Kong has released a touching campaign that tugs at the heartstrings with the help of a classic by Sir Elton John.
Cantopop star and actor Eason Chan (who once performed, sort of, with Madonna) sings Elton John’s Your Song in a campaign called #LittleBigMoments, which shows McDonald’s fans of all ages enjoying sharing French fries, a burger, ice cream and more, while emotions run the gamut from sadness to joy, tears to laughter, by babies and elderly women and all ages in between.
Released on Feb. 15th, it has received more than 2 million views across digital channels, including almost 1.5 million views just on YouTube.
“As a brand, we understand that life is not just one big thing, but the accumulation of a million little things, a million little moments. And in the end, it is these little moments that make life big,” said Randy Lai, CEO of McDonald’s Hong Kong. “It’s been a real privilege to work with Eason Chan, and with the blessing of Sir Elton John, to create a campaign that is a love song dedicated to our customers.”
“Nothing stirs the heart like a great piece of music, and this is something our industry often forgets,” added Andreas Krasser, Head of Strategy & Innovation at DDB Group Hong Kong.
“In this campaign we made the music the hero, with Eason Chan lending a homegrown twist to one of the world’s most beloved songs. Since launching on the 15th February, the brand spot has already garnered more than 2 million views across multiple digital channels, successfully reaching around one-third of Hong Kong people,” he added.
— DDB Worldwide (@DDB_Worldwide) February 20, 2018
The #LittleBigMoments campaign led with a 60-second brand spot, followed on February 20th by three 15-second stories (below), each focusing on some of the moments portrayed in the brand piece, but also on some of Hong Kong’s most popular McDonald’s menu items:
Egg & Beef Burger (imported from Japan):
Grilled Chicken Burger: