AGENCY
David Tang, CEO
Chris Chiu, Chief Creative Officer
Firrdaus Yusoff, Creative Group Head
Shum Qi Hao, Creative Group Head
Jonathan Lim, Planning Director
Zach Wong, Group Account Director
Fiona Heng, Account Manager
Grace Ng, Account Manager
OMD
Melissa Tan, Senior Manager
Galvyn Liu, Account Director
SUMMARY
Cultural sensitivity is tricky in today’s culturally diversive world. Ramadan’s trickiest for McDonald’s: a month of self-restraint and home-cooked food, it contradicts what we do. So we crafted a gripping narrative of how sharing elevates Ramadan from being a Muslim-exclusive season to new connections forged amongst Singaporeans. Our emotional story featuring a “Happy Sharing Box” offered a new reason to have McDonald’s. Different races and religions lauded the film as a symbol of harmony, as did the global press. In sharing, we received: 11.5% increased sales, 20% increase on McDelivery.
