Leo Burnett Taiwan suggests you eat McMuffins for luck

A campaign from Leo Burnett Taiwan has positioned the McMuffin from McDonald’s as a good luck charm of sorts.

The three films show exam students in tense situations who find their luck changing for the better in highly unusual, unexpected ways.

The campaign was created against the backdrop of McDonald’s wanting to up the sales of the McMuffin line. Helping the agency along was the fact that the name of the McMuffin in Chinese translated to ‘good luck burger.’

Speaking about why this approach was chosen, Leo Burnett Taiwan’s chief creative officer Murphy Chou said: “In Taiwan, 200,000 students are afraid of the bad things happening during their exams. Our idea is to inspire students with Good-Luck Burger, so even if bad things happen, the burger can turn them into good.”

One of the films is being aired on television while the rest will run online. The agency has also planned activations and social content around the campaign.


Chief creative officer: Murphy Chou

Creative director: Jin Yang

Art director: Kenji Ho

Copywriter: Murphy Chou, Jin Yang, Chiahan Chen

Chief strategy officer: Leslie Chang

Planner manager: Tracy Yi

Planner: Ning Liao

Agency producer: Evans Kao

Business director: Ruby Shen

Account director: Penny Shih

Account executive: Tiffany Yi

Advertiser supervisor: Brenda Kou

Director: Ging-Zim Lo

Production house: Yuan Yuan Production


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