Following its 50th anniversary in 2025, McDonald’s Hong Kong is launching a new campaign with BBDO Hong Kong that leverages “I’m lovin’ it” while elevating it within the context of today.
The campaign, which marks the first major campaign from BBDO Hong Kong as the newly appointed creative agency for McDonald’s Hong Kong, working alongside media partner OMD is built on a fan truth: “McDonald’s is the one place you never have to pretend”.
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It celebrates people showing up as themselves, whether they be jammin’, dancin’, trainin’, flexin’, creatin’, playin’, gamin’, or readin’. The campaign features Warner Music artists MC Cheung, Panther Chan, Dear Jane, and Hong Kong professional tennis player Coleman Wong, showing real versions of themselves.
Four TVC versions feature each talent showcasing their authentic passion and a different Extra Value Meal. MC Cheung’s playin’, Panther Chan’s gamin’, Dear Jane’s jammin’, and Coleman Wong’s smashin’.
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The campaign extends across outdoor, digital, and social media, inviting Hong Kongers to share how they show up authentically at McDonald’s. Customers are encouraged to personalize the brand and make the campaign their own.
“This work brings the ‘i’m lovin’ It’ idea to life in a way that reflects today’s customers’ lifestyles and attitudes,” said Randy Lai, CEO of McDonald’s Hong Kong.
“Last year’s ’50 Years of Love’ reminded us of the unique relationship each customer has with our brand, and this campaign allows us to continue celebrating that in a forward-looking manner.”
Andreas Krasser, CEO of Omnicom Advertising, added: “Very few brands have the equity to own a letter and a simple punctuation mark.
We’re excited to bring ‘i’m lovin’ it’ into the next chapter of McDonald’s Hong Kong and to see people participate in this campaign.”
Credits
Agency: BBDO Hong Kong
CEO: Andreas Krasser
Chief Creative Officer: John Koay
Creative Team: Jackie Wong, Maggie Lee, Suki Chung, Tony Cheung, Iker Lin, and Chilli Wong
Managing Director: Maggie Cheung
Account Team: Jim Leung, Rafael Sin, Cecilia Ma, and Oscar Lee
Media Agency: OMD
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.brandinginasia.com ’
