ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Unbranded Menu
Agency Leo Burnett Group Manila / Makati + Golden Arches Development Corporation (McDonald's Philippines) / Makati
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Category
Innovation in Direct Marketing
Annual ID
OA23_DM006B
ONE ASIA Awards 2023 - McDonald's “UNBRANDED MENU”
BRIEF
The relationship between food and gamers has never been stronger. McDonald’s attempts to infiltrate the gaming space have been limited to standard buys. Given the growth trajectory for this audience, McDonald’s could do better.
Where do we even begin? Which game do we start with? What’s massive enough for a brand like McDonald’s? And as important as the WHERE was the HOW –– how do we engage an audience notorious for rejecting marketing efforts?
STRATEGY
We observed: (1) gamers love screengrabbing cool things found in games, (2) there are tons of McDonald’s food-alikes in hundreds of video games hiding in plain sight –– from pseudo Big Macs, to faux McD’s Fries, and knock-off McNuggets. So McDonald’s decided to stake its claim on these unbranded food-alikes by challenging gamers to search across the video game multiverse to find them all!
McDonald’s teamed up with the Philippines’ top gaming influencers to start a game within these games. Gamers had to find McDonald’s food-alikes, take a screengrab, and post it online with the hashtag #ThisIsMcDonalds. In return, they get free McDonald’s delivered!
RESULTS
While other brands negotiate to be in billion-dollar titles, McDonald’s needn’t pay any gaming publisher or invest in any tech. Nor was it limited to just one game!
McDonald’s food-alikes were found in 350+ video game titles! McDonald’s Fries in Goat Simulator, a Quarter Pounder in Final Fantasy, a McDonald’s Sundae in The Last of Us, a Big Mac in Grand Theft Auto, etc. In a single move, McDonald’s asserted its iconicity and got gamers to think of McDonald’s whenever they see fast food inside ANY video game.
The campaign impacted two-thirds of the Philippines’ gamers (27 million). It also increased McDelivery sales by 35% as gamers ordered even more McD food, on top of their freebies, on the McDelivery app.
BRIEF
The relationship between food and gamers has never been stronger. McDonald’s attempts to infiltrate the gaming space have been limited to standard buys. Given the growth trajectory for this audience, McDonald’s could do better.
Where do we even begin? Which game do we start with? What’s massive enough for a brand like McDonald’s? And as important as the WHERE was the HOW –– how do we engage an audience notorious for rejecting marketing efforts?
STRATEGY
We observed: (1) gamers love screengrabbing cool things found in games, (2) there are tons of McDonald’s food-alikes in hundreds of video games hiding in plain sight –– from pseudo Big Macs, to faux McD’s Fries, and knock-off McNuggets. So McDonald’s decided to stake its claim on these unbranded food-alikes by challenging gamers to search across the video game multiverse to find them all!
McDonald’s teamed up with the Philippines’ top gaming influencers to start a game within these games. Gamers had to find McDonald’s food-alikes, take a screengrab, and post it online with the hashtag #ThisIsMcDonalds. In return, they get free McDonald’s delivered!
RESULTS
While other brands negotiate to be in billion-dollar titles, McDonald’s needn’t pay any gaming publisher or invest in any tech. Nor was it limited to just one game!
McDonald’s food-alikes were found in 350+ video game titles! McDonald’s Fries in Goat Simulator, a Quarter Pounder in Final Fantasy, a McDonald’s Sundae in The Last of Us, a Big Mac in Grand Theft Auto, etc. In a single move, McDonald’s asserted its iconicity and got gamers to think of McDonald’s whenever they see fast food inside ANY video game.
The campaign impacted two-thirds of the Philippines’ gamers (27 million). It also increased McDelivery sales by 35% as gamers ordered even more McD food, on top of their freebies, on the McDelivery app.
2023 Awards
Total Points: 6
Bronze Award
Credits
Agency
Leo Burnett Group Manila / Makati
Client / Brand
Golden Arches Development Corporation (McDonald's Philippines) / Makati
Art Director
Stephanie Tan
Copywriter
Sofia Tawasil
Social Media Manager
Earl John Diaz
Associate Creative Director / Copywriter
Brian Lumanog
Chief Creative Officer, Copywriter
Raoul Panes
Digital Strategist
Mikee Lagac
EVP, Global Executive Creative Director
Adriano Matos
Head of Art/Creative Director
Carl Urgino
Senior Copywriter
Chili Ramon
Social Media Specialist
Bianca Lopez
Kathleen Ravelo
VP, Chief Marketing Officer
Oliver Rabatan
Analyst
Gianne Nuguit
Chairman
Raymond Arrastia
Creative Public Relations Lead
Barbara Messer
Group Account Director
Earl Dorado
Head of Account Management
Judy Medina
Head of Creative Excellence
Jason Williams
Head of Experience & Innovation
Rey Tiempo
Head of PR
Carol Battad
Influencer Specialist
Joaquin Espiritu
Managing Director
Margot Torres
Marketing manager
Ashley Santillan
PR Director for Corporate
Lendl Fabella
Marco Sindiong
PR Director for Influencer
Lorenzo Manguiat
Senior Account Executive
Sab Urbano
Senior Analyst
Hans Cabuyao
Senior Brand Manager
Nj Caballar
Social Media Team Lead
Jarmaine Sotto
Video Producer
Ethel Javar
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