McDonald's Hong Kong - I'm Amazing!
Hong Kong is home to the infamous Chinese Tiger Mom, overzealous, grade-conscious mums who pressure their children to excel in academics, even at the expense of their child's natural interests.
Incredibly, it turns out that kids don't actually like being locked under the staircase and made to study algebra for three hours after school.
There has been a lot of debate in the Hong Kong media about the pros and cons of dominant parenting. At the time of this campaign, a spotlight was focused on a study by a prominent child psychologist who proved the majority of Hong Kong children found success when allowed to pursue their chosen creative field.
We decided to capitalise on this newfound 'Children's Lib' movement and created the I'm Amazing project.
THE IDEA
1. Kids show us their inner creative by submitting ideas for what they would like to see built for real in a
McDonald's concept store.
2. We make it happen.
The store chosen was the iconic 'Megabox' McDonald's store in Kowloon Bay. After gutting the insides, we selected 22 of the most unique designs and working with custom fabricators and interior decorators, brought ideas such as the 'Deep-Sea Bookcase' and 'Rainbow Dinosaur Arch' to life.
AWARDS
2013 Cannes - Silver Lion (Media)
2012 Kam Fan Awards - Grand Kam Fan
2012 Kam Fan Awards - Gold (Field Marketing)
2012 Kam Fan Awards - Gold - Use of Branded Content, Experiential, Sponsorship and Events
2012 Kam Fan Awards - Gold - Best use of Ambient
2012 Kam Fan Awards - Gold - Best Integrated Campaign
2012 Kam Fan Awards - Silver - Environmental and Space Design
Hong Kong is home to the infamous Chinese Tiger Mom, overzealous, grade-conscious mums who pressure their children to excel in academics, even at the expense of their child's natural interests.
Incredibly, it turns out that kids don't actually like being locked under the staircase and made to study algebra for three hours after school.
There has been a lot of debate in the Hong Kong media about the pros and cons of dominant parenting. At the time of this campaign, a spotlight was focused on a study by a prominent child psychologist who proved the majority of Hong Kong children found success when allowed to pursue their chosen creative field.
We decided to capitalise on this newfound 'Children's Lib' movement and created the I'm Amazing project.
THE IDEA
1. Kids show us their inner creative by submitting ideas for what they would like to see built for real in a
McDonald's concept store.
2. We make it happen.
The store chosen was the iconic 'Megabox' McDonald's store in Kowloon Bay. After gutting the insides, we selected 22 of the most unique designs and working with custom fabricators and interior decorators, brought ideas such as the 'Deep-Sea Bookcase' and 'Rainbow Dinosaur Arch' to life.
AWARDS
2013 Cannes - Silver Lion (Media)
2012 Kam Fan Awards - Grand Kam Fan
2012 Kam Fan Awards - Gold (Field Marketing)
2012 Kam Fan Awards - Gold - Use of Branded Content, Experiential, Sponsorship and Events
2012 Kam Fan Awards - Gold - Best use of Ambient
2012 Kam Fan Awards - Gold - Best Integrated Campaign
2012 Kam Fan Awards - Silver - Environmental and Space Design