McDonald’s has partnered with superstar Nic Tse to create a new product line that is fully inspired by the city of Hong Kong. Called ‘My taste of Hong Kong’, it is the first time in 43 years McDonald’s has truly captured the flavours of the city.
Combining his talents of singer, song writer, entrepreneur, actor and TV chef, Nic Tse — channeled his childhood memories of his beloved hometown, its people and its diverse cuisines – to create a product line-up that includes a Bolognese & Fried Egg Angus Burger; a Fried Onion Crispy Pork Cutlet Burger; HK-style Siu Mei flavored and Typhoon Shelter Crab flavored Shake Shake Fries; and, a Cookies & Milk Tea McFlurry®, and much more.
Created by DDB Group Hong Kong, the campaign kicked off in a rather unconventional manner: instead of a standard TV announcement, everything began with the release of Nic Tse’s new single, 青空.
With the single already gaining momentum in the city, on October 25 2018, DDB Group released the accompanying music video on national television – entirely unbranded, only with subtle hints of McDonald’s to intrigue the audience.
“Hong Kong is a mesmerizing city. There is always something new to discover, even for people from here. It’s been a real honour to work with Nic Tse and to appreciate what Hong Kong means to him,” said Randy Lai, CEO of McDonald’s Hong Kong.
“People know Nic Tse, the super star. With our campaign however, we really wanted to bring out Nic Tse, the person. And what better way to show a more personal side of his than by creating a multi-sensorial ode to the city that shaped who he is today,” said Andreas Krasser, Chief Strategy Officer at DDB Group Hong Kong.
The four-minute music video was teased by two 10 second clips on TV, and various digital channels. The entire campaign also includes 30 second thematic and 15 second product spots, social videos, and high impact Out-Of-Home, located in Hong Kong’s busiest districts.
VP Regional Director, DDB Asia: Peter Rodenbeck
Chief Strategy Officer: Andreas Krasser
Chief Creative Officer & Managing Director: Keith Ho
Creative Team: Tony Cheung, Iker Lin and Roden Chau
Account Management: Maggie Cheung, Jim Leung, Maggie Ng and Nickson Ng
Tribal: Amy Kong, Kevin Kan and Leann Li
Head of Broadcast: Annie Tong
TV Director: Maisy Choi – Such Films
Media Agency: OMD