AGENCY
Leong Wai Foong - Chairman and Chief Creative Officer
Jovanka Yeh - Business Director
Anita Hsieh - Business Director
Leon Liu - General Manager
Luna Yan - Associate Creative Director
Jacko Gai - Associate Creative Director
Wendy Zha - Communication Planning Manager
Linda Bao - Senior Producer
Claire Cheng - Associate Executive Producer
Green Kuo - Account Director
SUMMARY
Chinese New Year was the only time of year when McDonald‘s found little role to play. However, CNY also sets off the world’s largest annual human migration when millions ‘migrate’ from 1st tier cities back to 3rd tier cities, meanwhile changing their names. McDonalds decided to embrace its Chinese name - Golden Arches – historically mocked for being too down-to-earth but give it cultural relevance alongside the introduction of a “Golden Arches” menu, eventually helping the brand spark consumer empathy
