Tribal Worldwide Shanghai ignites appetites with ‘I See Fries’ mobile-led campaign

 

For the campaign, Tribal Worldwide Shanghai utilized the platform of China’s biggest Smartphone photo filter application, Meitu. "I See Fries" encourages Meitu users to take pictures of everyday items that resemble fries and collect them in their virtual ‘McDonald’s Fries Box.’ 

 

With free McDonald’s fries as a reward, participants are then urged to share their pictures on their social media channels. 

 

Co-created by Tribal Worldwide Shanghai and DDB Group Sydney, the ‘I See Fries’ campaign aims to spark cravings for McDonald’s Fries, as well as earn "likes" as a favorite among Chinese consumers.

 

The campaign idea was developed through collaborative efforts between the two agencies and then extended by McDonald’s partner Agencies to apply to multiple channels covering mobile, TVC, outdoor installations, in-store POP and social media. 

 

“The campaign embodies DDB’s conviction in the context of activating ideas that have a social effect, which we call Social Creativity — ideas that people want to plug into, participate in, play with, produce and pass on,” said Craig Lonnee, Chief Development Officer of DDB Asia Pacific & DDB China Group.

 

Throughout the month-long duration of the campaign, McDonald’s China is also offering a buy-one-get-one-free promotion on McDonald’s Large Fries to further motivate consumers. 

 

Credit List:

 

Account

Craig Lonnee –Chief Development Officer, DDB Asia Pacific & DDB China Group

Tim Schlick – Business Development DDB Shanghai

Richard Morewood – Managing Partner DDB Sydney

Jeroen Jedeloo – Integrated Program Director DDB Sydney

Sara Tomonari – Senior Business Director DDB Sydney

Lawrence Chiew – Account Director DDB Shanghai

Lisa Zhao – Senior Account Manager DDB Shanghai

Mikki Liu – Account Executive DDB Shanghai

Michael Lu – Senior Account Director DDB Shanghai

 

Creative 

Dylan Harrison – Executive Creative Director DDB Sydney

Cameron Hoelter – Creative Director DDB Sydney

Richard Morgan – Creative Director DDB Sydney

Nic Brennan – Group Creative Director DDB Shanghai

Ying Chang – Associate Creative Director DDB Shanghai

Luke Acret – Art Director DDB Sydney

Omid Amidi – Copywriter DDB Sydney

 

Planning

Shiggy File – Planner DDB Shanghai

 

Production 

Sarah Hetherington – Executive Producer DDB Sydney

Ferdinand Haratua – Technical Director DDB Sydney

Raphael Woo – Senior Project Manager DDB Shanghai

Barth Wahlen – UX Design DDB Sydney

Per Thoresson – HTML developer DDB Sydney

Johnny Zheng – Script Programmer DDB Sydney

Robertus Johansyah – Script Programmer DDB Sydney