Hanbaobao Pte Ltd

DDB Group Singapore *Lead Agency

Chris Chiu / Chief Creative Officer / DDB
Firrdaus Yusoff / Creative Group Head / DDB
Shum Qi Hao / Creative Group Head / DDB
Grace Ng / Account Manage / DDB
Zach Wong / Group Account Director / DDB
Fiona Heng / Account Manager / DDB

OMD

Melissa Tan / Senior Manager / OMD

Whilst most avoid the potential backlash of culturally-insensitive advertising during Ramadan, McDonald’s simply couldn’t. Not when it repeatedly impacts our bottom-line. Instead of fighting a month of self-restraint with food-romance, we crafted a gripping narrative. This Ramadan, McDonald’s became the vehicle for all to share in the spirit of the holy month. Featuring the “Happy Sharing Box”, we showed how a simple act of sharing elevates Ramadan from being about connections amongst Muslims to connections amongst Singaporeans. And in sharing we too received: 11.5% increased sales, 20% increase on McDelivery.