McDonald’s Hong Kong uses Elton John classic to celebrate ‘Little Big Moments’
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Scenarios portrayed include a friends’ rooftop dinner, an expectant mother with her partner and a young man visiting his ailing relative.
Created by DDB Group Hong Kong, the #LittleBigMoments video has been viewed more than a million times on YouTube, and another million elsewhere on social media, since its release last week.
“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, chief executive officer of McDonald’s Hong Kong.
The use of pop classics is not an unfamiliar tactic used by DDB’s for McDonald’s in Hong Kong. In 2014, American fast food brand used the Billy Joel song ‘Just the way you are’ to promote its cheaper prices.
In addition to the 60-second TVC, DDB also created three 15 second stories – each focusing a specific McDonald’s product with ‘You Song’ playing in the background.
Questions & Answers
Q.What is the central theme of McDonald’s Hong Kong's new branding campaign?
What is the central theme of McDonald’s Hong Kong's new branding campaign?
The campaign focuses on the emotional connections people experience while eating fast food, highlighting the 'little big moments' that occur between them during meals, such as rooftop dinners or family visits.
Q.Which advertising agency is responsible for this new campaign?
Which advertising agency is responsible for this new campaign?
DDB Group Hong Kong created the #LittleBigMoments campaign. They have previously worked with McDonald's in Hong Kong, for example using a Billy Joel song for a promotion in 2014.
Q.Who provided the quote about the accumulation of 'little moments' making life big?
Who provided the quote about the accumulation of 'little moments' making life big?
Randy Lai, the chief executive officer of McDonald’s Hong Kong, stated that life is made up of many small moments. He emphasised that these 'little moments' are ultimately what make life significant.
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