Business Problem
McDonald’s would like to continue its tradition of celebrating Chinese/Asian culture and heritage.
The Ask
Develop communication that celebrates the Chinese/Asian culture and heritage during the Harvest Moon Festival.
Deliverables
- Vestibule Poster
- Tray liner
- Bag Stuffer
What We Need To Know
Chinese and Asian people around the world celebrate the Harvest Moon Festival every year. During this time the full moon symbolizes peace, prosperity and family reunion. This time gives our U.S. Asian Consumer Market an opportunity to celebrate another aspect of their dual identity (American and Asian), a culture that helps define who they are. So how does McDonald's play a pivotal role in recognizing Asian/Chinese heritage during the Harvest Moon Festival?
Cultural Fuel
National Geographic made headlines in 2014 when they celebrated their 125th issue by depicting what the “average American” will look like by 2050 because of racial and culture mixing.
This matters to us because more and more people are going to identify with multiple cultures and heritages. More Americans won't just be black or white, but African American and Dominican, Asian American, and etc.
Insight
Recgonition feels best when every part of you is celebrated
Exploring the insight further...
Leaning into the duality of what it means to have multiple heritages (Asian + American), a person feels recognition is true and authentic when they are celebrated entierely. Celebrating parts of their identity and negating to acknowledge the others isn't true recognition.
Strategy
McDonald's believes everything you are is worth celebrating with pride during the Harvest Moon Festival.
Exploring the strategy further...
"Everything you are" leans into the duality of what it means to be Asian and American, but also leaning into the fact people don't identify as "Asian and American", but as Asian American. Living in the U.S. as an Asian American gives different experiences than that of an Asian growing up in Asia.
For example, if someone took me to Nairobi, Kenya and told me to celebrate my blackness. The way I celebrate my blackness may not be in the same manner Kenyans would. I celebrate my blackness in a way that an African American would and that doesn't always mirror my homeland.
Previous Work Takeaway
Solid work and work we should be proud of, but this year consider the duality. Consider the experiences of an Asian American.
When they look at this years vestibule poster will they see McDonald's celebrating their heritage in a way that they can relate to?
Vestibule Poster
Tray liner
Bag Stuffer
Agency: Arc Worldwide
Account: Danielle Bergstrom
Strategy: Cierra Moore,
Creative: Saismon Boonyavatana, Yi Qu, Kyle Baer