McDonald’s targets Chinese kids with Happy Meals campaign

TBWA's Happy Meals ad for McDonald'sThe day after DDB won the grand prix at the Hong Kong effies for a McDonald’s campaign that targeted children, sister Omnicom agency TBWA has launched an ad aimed at kids on the mainland.

A TV ad, to promote McDonald’s Happy Meals, features balloons, hostesses, slides and toys that pop out of a Happy Meals box, “spreading happiness”.

Brian Swords, TBWA\Shanghai’s MD, said in a press release: “Globally, the ‘Happy Meal’ box is an iconic product. It captures children’s imagination, so for this campaign we wanted to reflect that and highlight the joyous experience that McDonald’s delivers to children.”

Christine Xu, VP and CMO of McDonald’s China, said in a press release: “Families are at the heart of the McDonald’s brand globally. It’s very exciting to be elevating this iconic product and celebrating the happiness with the return of the magic box.”


  • Project Name: McDonald’s Happy Meal Launch 2013
  • Creative Agency: TBWA\Shanghai
  • Client: McDonald’s China
  • Managing Director: Brian Swords
  • Account Director: Angela Zhou
  • Head of Creative: Edmund Choe
  • Group Creative Director: Gordon Shu
  • Creative Director: Joe Zhou
  • Associate Creative Director: Steven Chung
  • Senior Art Director: Popo Jin
  • Senior Copy Writer: Ming Zhang
  • Strategist: Jocelyn Tse
  • Head of TV: Raymond Lau
  • Director: Didier Borgel Hansen
  • Production Company: Lunar Films Shanghai
  • Production Company Executive Producer: Ken Yap
  • Media Agency: OMD
  • OMD Media Team: Jack Wu, Tracy Luk, Bei Pei, Joe Wang, Joyce Zhang, Maruken Zhang
  • McDonald’s Media Team: Gavin Quan, Colin Chen
  • Category/Exposure: TV
  • Territories: Mainland China

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