McDonald’s China has released a series of amusing videos making the pitch that, in terms of conveniently available food, people today are leading more comfortable lives than the emperors of ancient China.
Leo Burnett Shanghai created the campaign for McDonald’s newly-launched products to celebrate the New Year. The Lychee Tea and Pineapple Burgers were launched in early/mid Jan, and have received nearly 10 million clicks on Tencent so far as people check out the new tastes.
Clip 1: This story shows the empress waiting from her wedding day to the birth of her new baby to enjoy fresh shrimp. In those days it took a long time just to make the baskets to catch the shrimp.
Clip 2: This story is about imperial messengers riding horses for thousands of miles until they dropped, just so the empress could enjoy the taste of lychees.
Clip 3: This story features a strange exotic fruit covered in vicious spikes that nobody knows how to eat – even with the help of a sword.
“In recent years, costume dramas of ancient court life have become quite popular on TV, so a light-hearted Chinese style imperial theme from McDonald’s is likely to appeal to young consumers,” Leo Burnett Shanghai said in a statement.
Rocky Hao, Head of Creative at Leo Burnett Shanghai says, “We call this current fad for costume dramas, ‘Royal Court Syndrome’, and that’s what inspired us to base our new campaign around funny stories of imperial life.”
“But the creative process was full of challenges. We spent a lot of time researching historic files on the internet and even in the National Library, in order to be accurate and yet add interesting twists to make the story more fun. It took quite a while to develop the illustration style; not to mention the music, and the voiceover. We hope this campaign will bring people a fresh feeling about McDonald’s, and of course a little fun and enjoyment when they watch the videos. ”