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.

2023 ONE Asia - Experiential & Immersive

Unbranded Menu

Agency Leo Burnett Group Manila / Makati + Golden Arches Development Corporation (McDonald's Philippines) / Makati

Client McDonald's

Category

Events / Stunts / Competitions

Annual ID

OA23_EX001G

Description

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.

2023 Awards

Total Points: 30

Gold 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

Chairman

Raymond Arrastia

Senior Copywriter

Chili Ramon

Analyst

Gianne Nuguit

Associate Creative Director / Copywriter

Brian Lumanog

Chief Creative Officer, Copywriter

Raoul Panes

Creative Public Relations Lead

Barbara Messer

Creative Team Head/Art Director

Paolo Roa
Chary Chu

Digital strategist

Mikee Lagac

EVP, Global Executive Creative Director

Adriano Matos

Group Account Director

Earl Dorado

Head of Account Management

Judy Medina

Head of Art/Creative Director

Carl Urgino

Head of Creative Excellence

Jason Williams

Head of Experience and 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 Specialist

Bianca Lopez
Kathleen Ravelo

Social Media Team Lead

Jarmaine Sotto

Video Producer

Ethel Javar

VP, Chief Marketing Officer

Oliver Rabatan

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