McDonald’s Superfans
2021 – 2022
Growing with McDonald’s
McDonald's Superfans are individuals who connect deeply with the brand. The social media campaign was created to share genuine fan moments to help the audience find a deeper connection with the brand and reminisce about their own McDonald’s memories.
Authentic and uplifting, every post was created to truly capture each Superfan's DNA and showcase their unique relationship with the brand – whether it be nostalgic childhood memories, feel-good comfort food or fun family bonding.
I conceptualised, storyboarded and crafted each content piece with personal details to highlight each Superfan's story while showcasing their favourite McDonald's products.
Huiqing
Story time before bed is a ritual for Huiqing’s family. The Happy Meal books let her kids explore their imagination, so we created a world of make-believe through the eyes of the McMonster kids.
With the Space Explorer Kit, the family embarks on an out-of-this-world adventure with a bedtime story.
Sean
As a food critic and self-proclaimed sweet tooth, Sean has reviewed hundreds of desserts. But he always goes back to McDonald's for nostalgic, feel-good flavour.
Inspired by this, we asked Sean to rate the McDonald's x Hershey's Chocolate Desserts, not just by taste but by happiness!
Kako
Every Friday is family game night at Kako's house. Her family's playful energy even carries over into mealtime! At Kako's house, playing with your food isn't taboo, it just adds to the fun.
With this idea in mind, we recreated each family member's favourite McDonald's item with McDonald's Jenga blocks and added a personal touch with their handwriting.
Swee Hock
Ever since he received the Ronald Chinese New Year Set as a child, Happy Meal toys have always been sentimental for Swee Hock.
To showcase his personality as an avid collector, we decided to create a museum of toys with each toy connected to a personal memory.
Izzati
As a carefree child at heart, Izzati has been visiting McDonald’s since she was a young girl. Her fondest memories are going to McDonald’s after school before stopping by a Neoprint booth to take photos with her friends.
Inspired by this, we created a digital scrapbook of her McDonald’s moments, with stickers and hand-drawn illustrations to express her fun, vibrant personality.
Instagram Stories
Does Curry Sauce trump Garlic Chilli Sauce? Are Happy Meals just for kids? To continue the conversation, we created interactive Instagram Stories inspired by our Superfans to keep McDonald's followers engaged with common McDonald's debates and opinions.
