Selling McDonald’s, one yummy story at a time. McDonald’s delicious food line-up, served with stories that entertain.
McDonald’s X SAMURAI
Every year, over the last ten years, McDonald’s Samurai burger makes a return to Singapore. While it remains an eagerly-awaited local favourite, consumers expect no less than an epic, spectacular story told in Kurosawa or Tarantino style.
Every great advertising story needs a surprising twist.
Shot entirely in Singapore (in fact, in the city outskirts of Seletar), our television spot reveals our Samurai waging his sword in battle, only to diss battlefield and foes, to head to the higher calling of an air-conditioned, bright and cheerful McDonald’s restaurant. After all, no decent modern-day warrior should fight on an empty stomach. Even the most dedicated Samurai needs to feed his physical hunger before he takes to the spectacular art of war.
McDonald’s X NINJA
This was followed-up with a new product sequel: The unveiling of a Ninja who wreaked havoc in the McDonald’s kitchen to introduce the new Ninja Chicken Burger – to give a second wind to the campaign.
Creative Directors: Thomas Yang & Chris Chiu
Head of Art: Thomas Yang
Art Director: Deng Yingzhi
Copywriter: Dunstan Lee
Director: Desmond Tan (ATypical)
McDonald’s X Korean Drama
Singapore, the next HOT Korean star is here! Introducing the NEW Seoul Spicy Burger - in chicken and beef. Joined by a yummy supporting cast of Kimchi Shaker Fries, Peach McFizz® and Melon McFlurry® with Coconut Jelly! Try them now at mcdelivery.com.sg
Creative Directors: Thomas Yang, Chris Chiu
Head of Art: Thomas Yang
Creative Group Head: Firrdaus Yusoff & Shum QiHao
Art Director: Ferooze Tabrani
Copywriter: Rachel Chew
Director: Jake Nam (Rolla)
McDonald’s X Sound of Spices
Featuring a harmonious blend of spices comprising capsicum, black pepper, ginger, garlic and onions with triple pepper action that’s every bit as spicy as it sounds. Get the taste of the Fiery Pepper Chicken Burger and Spiced Butter Teppanyaki all in concert. Pump up the volume!
Creative Director / Head of Art: Thomas Yang
Art Director: Sin Eng Lee
Copywriter: Marc Lim
Director: Tai Heng (Moviola)
McDonald’s X EBI-KASE
A play on Omakase, which means to leave it to the chef to surprise you with the best.
The spot itself featured surprising, quirky moments.
Creative Director / Head of Art: Thomas Yang
Art Director: Deng YingZhi
Copywriter: Dunstan Lee
Director: Desmond Tan (Atypical Film)
McDonald’s X The Signature Collection
Think you know the Signature Collection? Think again. Our newest range of 100% Angus beef burgers are now better than ever. With whole new ingredients like grilled mushrooms, get ready to enjoy even more!
Creative Directors: Thomas Yang, Chris Chiu
Head of Art: Thomas Yang
Art Director: Shum QiHao
Copywriter: Firrdaus Yusoff
McDonald’s X True Prosperity
Cab drivers have plenty of wisdom to share.
In this spot, a passenger learns the true meaning of prosperity on his ride to work.
Creative Director / Head of Art: Thomas Yang
Art Director: Deng YingZhi
Copywriter: Dunstan Lee
Director: Desmond Tan (Atypical Film)
McDonald’s X Blockbuster
To elevate your extraordinary meal experience, we proudly present a culinary blockbuster. In a manner reminiscent of the anticipation surrounding a forthcoming blockbuster movie, we embark on a journey that mirrors the quintessential stages: from the intriguing teaser that sparks curiosity to the grand premiere that leaves you enthralled and delving even deeper into the behind-the-scenes magic that brings it all to life.
Creative Director / Head of Art: Thomas Yang
Art Director: Ginny Chan
Copywriter: Charlene Chua
Director: Tai Heng (Moviola)
McDonald’s X Oishii Girls
Japanese Konichiwa! Please meet the Ebi all-stars! Introducing Japan’s chart-topping idol: The new Ebi Burger with crispy patty filled with succulent shrimps. Complete the all-star taste with the new sparkling Tropical Tango McFizz™ and the new Banana Pie. Enjoy!
Creative Director / Head of Art: Thomas Yang
Art Director: Ngai Arh Chun
Copywriter: Adrian Yeap
Director: Tai Heng (Moviola)
Mcdonald’s X Minions
Some movie sponsorships give the brand an association and a sponsor’s logo sign-off. But only the most imaginative ones take it to a new level of story integration to give the brand a best-selling uplift.
We turned those cute, distinctive, lovable Minions characters into the new order of the day for McDonald’s: Yellow banana soft serve, yellow minion potatoes, yellow banana pie, yellow big breakfast, yellow spicy nuggets, even the menu board turned completely yellow! A movie idea became product best-sellers, and everyone’s lovin’ it. The big yellow takeover has begun at McDonald’s.
Creative Director / Head of Art: Thomas Yang
Art Director: Deng YingZhi
Copywriter: Dunstan Lee
Mcdonald’s X Kampung
McDonald’s Kampung Burger is back after 20 years to celebrate Singapore's ‘Kampung spirit’.
The campaign promotes the Kampung burger meal and is part of the fast food chain’s push to localise its brand in the city-state.
Creative Director / Head of Art: Thomas Yang
Art Director: Sin Eng Lee
Copywriter: Shivram Gopinath
Director: Tai Heng (Moviola)
Illustrator: Miel
Mcdonald’s X Grandparents
Just before National Day, McDonald's took to a charming brand campaign to reach out and connect with families and the community. Instead of cliché ‘mother-and-child' stories, it brought together two unlikely generations – children and their grandparents – and told stories of their unscripted, authentic conversations, all happening at its restaurants. Perhaps looking at another way to thank our pioneer generation. The brand connected powerfully with families across Singapore with Meet. Share. Love.
Creative Directors: Thomas Yang & Neil Johnson
Head of Art: Thomas Yang
Art Director: Sin Eng Lee
Copywriter: Shivram Gopinath
Director: Ros (FreeFlow)
Mcdonald’s X Spicy Faceoff
Will it be the all-time favourite McSpicy™ or the all-new Black Pepper Flamer? Vote for Singapore's favourite spicy burger now at www.spicyfaceoff.com
Creative Director / Head of Art: Thomas Yang
Art Director: Sin Eng Lee
Copywriter: Shivram Gopinath
Director: Tai Heng (Moviola)
McDonald’s X INDIA Aloo Tikki
Say “aloo” to McAloo Tikki! A crafted stop-motion film features characters made from the main ingredient, the potatoes.
Creative Directors / Head of Art: Thomas Yang
Art Director: Marcus Lim
Copywriter: Gao Yuan Heng
Director: Winfred Kwan (Momentum)
McDonald’s X Samurai
Samurai is back! Enjoy Double Samurai Meal with Cheese Shaker Fries and Jasmine Green Tea.
Creative Directors / Head of Art: Thomas Yang
Art Director: Ginny Chan
Copywriter: Gao Yuan Heng
Director: Tai Heng (Moviola)
McDonald’s X Delivery
To launch the new McDelivery mobile app, McDonald's Singapore in collaboration with VISA, decided to give away free McWings whenever customers purchase via the app using their VISA cards.
The fact that it is a mobile app, lead to the idea of "Thumbs up for free McWings", playing a pun on "thumbs" since the main tool to use a mobile phone are our fingers. It gradually developed into a cute thumb character, which became the main mascot for the campaign. Online videos were developed, as well as print and in-store table stickers.
Creative Directors / Head of Art: Thomas Yang
Art Director: Huang Yizhen
Copywriter: Kenneth Chia
Director: Winfred (Momentum)
McDonald’s X Kaleidoscope
Crispy Turkey Bacon, Fresh Lettuce, Sweet Tomatoes, and a succulent chicken patty. It’s a symphony for your taste buds.
Try the new McChicken BLT and Honey Chipotle Shaker Fries!
Creative Directors / Head of Art: Thomas Yang
Art Director: Ginny Chan
Copywriter: Charlene Chua
Director: Tai Heng (Moviola)
McDonald’s X Savings
Love smart savings? Enjoy McDonald's Everyday Savers Menu with the McChicken and McDouble now at just $2 each.
Creative Directors: Joji Jacob, Thomas Yang
Head of Art: Thomas Yang
Director: Warren (2 Oceans)
McDonald’s X Szechuan
The Spicy Szechuan McChicken, can you handle it?
Agency: 10AM Communications
Creative Directors: Lim Sau Hoong, Terrence Tan
Art Director: Thomas Yang
Copywriter: Jay Phua
Director: Wayne Peng
McDonald’s X Porridge
Indulge in the timeless delight of authentic Singapore Porridge, a tradition dating back to 1920. Relish the unaltered flavors, meticulously crafted to replicate the cherished tastes of yesteryears, now available at McDonald's.
Agency: 10AM Communications
Creative Directors: Lim Sau Hoong
Art Director: Thomas Yang
Copywriter: Jay Phua