McDonald’s unveils world gourmet menu in Hong Kong with M Selections

M Selections is a new series of sophisticated menus introducing items like the Sakana Supreme fish burger, a combination of deep-sea fish, iceberg lettuce and special sesame dressing.

Tribal DDB and DDB is behind the promotion which includes outdoor executions for Buspak Advertising and Cody Outdoor in Hong Kong.

The TV commercial features two ladies letting each other go first in the true polite Japanese fashion.

McDonald's Hong Kong's official website also features testimonials and a behind-the-scene interview in the McDonald's ‘forbidden kitchen’.

In addition, Cody Outdoor has set up a billboard at Causeway Bay, one of the busiest streets in the city, featuring a billboard with a mysterious black curtain and golden writing simply saying simply “Unveiling soon”. McDonald's has also wrapped the Hong Kong MTR station with cherry blossoms and a grand Japanese tori gate.

The M Selections initation progressively launched in Europe and Australia at the end of last year.

On the Chinese mainland, McDonald's newest online campaign, produced by renowned actress/director Xu Jinglei, will be available on major social networking websites starting today.

At the beginning of the year, the food giant reshuffled its agency roster in China.

Credits:
Project M Selections – Sakana Supreme
Client McDonald’s Restaurants HK
Creative agency DDB Hong Kong,
Digital agency Tribal Hong Kong
Executive creative director Jeffry Gamble
Creative directors Paul Chan, Shi Ping Ong
Creative team Polly Ko, Ben Ling, Winnie Chan, Sum Leung
Client servicing Irene Tsui, Gladys Chin, Meggy Cheng, Rainco Lam, Algra Chan, Koman Ko, Tom Wong
Media agency OMD
Directors Mark Nunneley, Viv Scanu
Production company RSA & Carnival
Exposure Television, print, in-store, outdoor, digital