PRESS RELEASE

FOR IMMEDIATE RELEASE

20 February 2018 | Hong Kong

McDONALD’S JOIN FORCES WITH EASON CHAN, SIR ELTON JOHN IN NEW
BRAND CAMPAIGN FROM DDB HONG KONG

#LittleBigMoments campaign billed as a love song to the people of Hong Kong.

In time for the Chinese New Year holidays, McDonald’s launched a new brand
campaign aimed at deepening its connection with consumers in Hong Kong,
featuring Cantopop legend Eason Chan singing Sir Elton John’s timeless classic,
Your Song.

Created by DDB Group Hong Kong, the #LittleBigMoments campaign celebrates the
small but magical moments that make life special. Showcasing the full spectrum of
emotions, from laughter to tears, from sadness to joy, the campaign focuses on
moments of human connection.

“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, CEO of McDonald’s Hong Kong. “It’s
been a real privilege to work with Eason Chan, and with the blessing of Sir Elton
John, to create a campaign that is a love song dedicated to our customers.”

“Nothing stirs the heart like a great piece of music, and this is something our
industry often forgets,” said Andreas Krasser, Head of Strategy & Innovation at DDB
Group Hong Kong.“In this campaign we made the music the hero, with Eason Chan
lending a home grown twist to one of the world’s most beloved songs.

“Since launching on the 15th February, the brand spot has already garnered more
than 2 million across multiple digital channels, successfully reaching around one-
third of Hong Kong people,” Krasser added.

The #LittleBigMoments campaign led with a 60 second brand spot, followed on

February 20th by an additional three 15 second stories -- each focusing on some of
the moments portrayed in the brand piece, but also on some of Hong Kong’s most
favourite McDonald’s products, the Grilled Chicken Burger and Chicken Nuggets, as
well as the new Egg & Beef burger from Japan.

#LittleBigMoments 60s TVC

https://youtu.be/jAIHdLqMfiM

LEVM – 15s Product Egg & Beef Burger

https://youtu.be/019j6gGCR_g

LEVM – 15s Product GCB

https://youtu.be/NCsX8fn4rOU

LEVM – 15s Product 6pcs McNuggets

https://youtu.be/HCfWU-aqdJU

Credit list
VP regional director, DDB Asia: Peter Rodenbeck
Managing partner: Irene Tsui
Head of strategy and innovation: Andreas Krasser
Executive creative director, global business: Jamal Hamidi
Creative team: Ben Ling, Iker Lin, Suki Chung, Chili Wong & Kelly LiAccount
management: Maggie Cheung, Jim Leung, Jessica Chiu, Maggie Ng, Nickson Ng &
Christy Chau
Tribal: Leo Tsui, Felix Fong, Ivy Kong, Nicole Lee, Amy Kong & Ally Au
Head of Broadcast: Annie Tong & Denise Wong
TV director: Maisy Choi – Such Films
Music production: Click Music Ltd
Media agency: OMD

- ends -

About DDB Group Hong Kong

DDB Group Hong Kong (DDB and Tribal Worldwide) is united behind our
founder Bill Bernbach's belief that ‘Creativity is the most powerful force in
business’. At Campaign Asia-Pacific’s Agency of the Year Awards 2017,
DDB Group was awarded Creative Agency of the Year (Bronze) and Greater
China Strategic/Brand Planner of the Year. DDB Group Hong Kong also
received accolades at Marketing Magazine’s Agency of the Year Awards,
winning Creative Agency of the Year (Gold) and Integrated Agency of the
Year (Gold) consecutively in 2015 and 2016.

DDB Asia is a cohesive collaboration of global businesses, including DDB

(advertising), Tribal Worldwide (digital), DDB Remedy (healthcare and
medical), Track (e-commerce) and TracyLocke (shopper marketing).
Comprising of six offices in four countries, DDB Asia is part of the DDB
Worldwide communications network and Omnicom Group.

- ENDS -

Contact
Karen See
Communications, DDB Group Hong Kong
karen.see@hk.ddb.com

or

Carly Chung
Communications, DDB Group Hong Kong
carly.chung@hk.ddb.com