McDonald's: The speaker
China Win! This is the dream of all Chinese in 2008. As the Olympic Official sponsor, McDonald’s wished that every Chinese people could join to the grand event by all means. ‘i’m lovin’ it!’ is McDonald’s slogan; based on that, we came up with a new theme, that is, ‘i’m lovin’ China win!’. It was anticipated that during the Olympics, the whole nation was to cry out ‘i’m lovin’ China win!’ and cheer for China. We designed a speaker-featured Olympic Cheering station. It was equipped with a webcam, microphone, interactive screen, web link, etc. Every consumer who went into the ‘speaker’ could record their own video of cheer for China - ‘i’m lovin’ China win!’. Then via interactive screen and web link, the videos were transferred to McDonald’s website and viewed by people. The Cheering station had raised a huge amount of attention and over 9,500 pieces of cheer videos had been collected within a month.
Advertising Agency: DDB Shanghai, China
Creative Directors: Michael Dee, Jody Xiong
Art Directors: Jody Xiong, Leo Wan
Copywriter: Meredin Xu
Comments
just feel the slogan "i'm lovin' China win!" sounds not very smooth... and the cheering station a bit like public toilet in hk.
So the Chinese is not expeced to have perfect English, maybe I'm lovin' China win sounds comfortable for them, so I'll give it that. But maybe they can cut on costs by just having an upload a video contest on youtube? Or their own website. I'm just thinking of all the waste that these little cubicles end up as after the campaign.
cost cutting is good, but this is one of those crazy things where mcd should splurge. it's way more exciting than a webcam, and has less places to be distracted away from uploading. just climb in the big crazy box, hit a button, hip hip hooray and you're done. i wish we had these here.
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