Leo Burnett Kuala Lumpur
McDonald's Malaysia
Prosperity Burger
Prosperity is a Malaysian-made and beloved heritage brand, and its annual return
is highly anticipated. Consistently launching throughout the years during Chinese New Year has made Prosperity Burger synonymous with this season. Most customers have embraced the burger as part of festive tradition, being the perfect taste to celebrate new beginnings with.
In 2022, the key challenge was to continue to build affinity and engage customers with the Prosperity brand. In a time when most people were feeling less prosperous, we needed to feed both their stomachs as well as their souls with a taste of joy.
CULTURAL CONTEXT
Chinese New Year is steeped with traditions – from the joy of preparation (new hairdos, home make overs) to well and wealth wishes. While every home has their own unique traditions, one popular tradition that is shared by mostly all families is – getting their haircut before the New Year. Another tradition is enjoying Prosperity Burger, as it only appears every year during this festive period.
THE IDEA
‘Prosperity’ is often associated with material wealth, but we all know being Prosperous can mean so much more than that. To strengthen Prosperity Burger’s relevance to the Chinese audience, we served up a heart-warming film focusing on the importance of maintaining family traditions and togetherness. Reminding customers that True Prosperity is not about what you have, but who you have. A potent message after 2 years of social distancing with the inability to celebrate Chinese New Year together.
CREATIVE DIRECTORS : KUAN KIM WAI, BARRY VICTOR
CREATIVE GROUP HEAD : JEFF HO
COPYWRITERS : CHLOE WANG, AKMAL ARIEF
ART DIRECTORS : GAN ZHIN YUI, LAU SEE MOON
BRAND TEAM : TAN HUEY JEN, DIANE AU
AGENCY PRODUCER : CHARLOTTE YEO
PRODUCTION HOUSE : LAYAR LUCIDA
DIRECTOR : JUNAD M. NOR
PRODUCER : NADIRAH ZAKARIYA
