Cannes Contenders: DDB Group Hong Kong
In the lead up to next month’s Cannes Lions Festival, Campaign Brief Asia will be showcasing work from some of Asia’s top agencies that we hope will impress the judges…
DDB Group Hong Kong
Childhood. It’s meant to be the time of your life. But not for kids in Hong Kong. Here, Tiger mums’ life expectations for their children sees them start school three years earlier than in Europe. Extra-curricular classes mean many of them don’t get to bed until midnight. They go through dozens of school interviews, and before the interviews they go to classes on how to interview. And because kids are taught what to say and how to act, innocence isn’t encouraged and their imaginations are limited. So, when we were challenged to reconnect with families, we decided to build a one-of-its-kind McDonald’s store. A store that celebrated imagination, and at the same time, made parents proud of their kids, a store that really let kids be kids. We built the first McDonald’s in the world that was entirely dreamed up… by kids. We put out a simple question. “If you could build the McDonald’s of your dreams… what would it look like?” And kids sent us ideas in the thousands. On our website, on tray mats, by post, and by drawing on special white walls in our restaurants. Schools turned our project into a classroom assignment.
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