In order to re-ignite people’s excitement for Hong Kong’s most iconic chicken treat, award-winning creative agency DDB Group Hong Kong has brought back McDonald’s infamous nugget-sauce stealing character, Jack the Dipper. Only this time, he is not alone. He must assemble the Dipper League, a team of specialists including McDonald’s customers, to steal the 24-carat gold McNuggets.
Customers have a chance to win the pure golden nuggets and other prizes such as 365 days of free Chicken McNuggets, by playing four entertaining online games, which can be unlocked with the purchase of a box of McNuggets. Within these games, players need to pass certain missions and virtually collect four dipping sauces that will ultimately unlock the safe that holds the golden prize.
“Over the last 12 years, Jack the Dipper has become an icon in his own right. This time around, we wanted to take things to the next level by setting him his biggest challenge yet – to steal the golden McNuggets,” said Jamal Hamidi, Executive Creative Director, Global Business at DDB Group Hong Kong. “To do so, we’ve done some world building for both Jack the Dipper and Chicken McNuggets, creating an expanded storytelling universe with a new look and new characters.”
Users are being directed to the campaign site via an Marvel/ DC Comics-style animated online video.
A 10-second teaser clip was launched prior to the campaign to create intrigue and anticipation around the return of Jack the Dipper.
The campaign also features comic-style product spots, and special packaging and traymat designs that are themed to tell the story of the biggest McNuggets heist in history.
“This fully integrated campaign is creative story-telling at its best,” said Randy Lai, CEO at McDonald’s Hong Kong. “Not only has DDB Group Hong Kong created an immersive narrative, but also brought it to life in a multi-faceted manner, from gaming, one of Hong Kong’s favourite past times, to video content and packaging.”
The news follows several new clients partnerships announced over the past few months at DDB Group Hong Kong, including Smartone, Hong Kong’s iconic sightseeing destination Hang Lung’s The Peak Galleria, Hong Kong Airlines, Hong Kong International Airport’s (HKIA) new business and entertainment complex SKYCITY, French beer brand Kronenbourg 1664, new venture GenLife, and Allianz Global Investors (AllianzGI).
ADVERTISER: McDonald’s Hong Kong
REGIONAL DIRECTOR: Peter Rodenbeck (VP)
MANAGING PARTNER: Irene Tsui
HEAD OF STRATEGY: Andreas Krasser
HEAD OF BROADCAST: Annie Tong
EXECUTIVE CREATIVE DIRECTOR: Jamal Hamidi
CREATIVES: Matthew Kwok, Venus Li, Winge Cheung
CREATIVE AGENCY: DDB Hong Kong
CREATIVE: Paul Yu, Tony Cheung, Roden Chau
ACCOUNT MANAGERS: Jim Leung
ACCOUNT MANAGER: Maggie Cheung
ACCOUNT MANAGEMENT: Ivy Suen & Nickson Ng
MEDIA AGENCY: OMD