McDonald’s Hong Kong has unveiled a new brand campaign designed to reinterpret its globally recognized “I’m lovin’ it” platform for a contemporary audience, marking a strategic shift in its communications following its 50th anniversary in 2025. Developed by BBDO Hong Kong, the initiative positions the brand as a space where customers can express their genuine selves without social pressure or pretense.
A cultural insight turned creative platform
The campaign builds on a linguistic quirk widely recognized in Hong Kong: English words ending in a clipped “-n’” sound are often instinctively associated with McDonald’s, a testament to the enduring imprint of the brand’s long-running slogan. Rather than replacing this legacy asset, the new creative direction reframes it to align with modern lifestyles and attitudes, linking the tagline to individuality and authenticity.
At the core of the concept is a simple but resonant consumer truth — that the restaurant environment offers a rare setting where people feel comfortable being exactly who they are. The campaign translates this insight into storytelling centered on real personalities rather than scripted personas.
Local talent as brand storytellers
The rollout features a roster of Hong Kong cultural figures and athletes, including Warner Music artists MC Cheung, Panther Chan, and the band Dear Jane, alongside professional tennis player Coleman Wong. Each appears in a dedicated television spot highlighting their personal passions — from music and gaming to sports performance — while paired with a specific extra value meal.
This format allows the brand to associate its menu offerings with authentic lifestyle moments, reinforcing relatability and emotional connection. Instead of celebrity endorsement in its traditional sense, the creative direction emphasizes self-representation, presenting participants as they naturally are rather than as polished brand ambassadors.
Integrated rollout designed for participation
The initiative extends beyond television into outdoor placements, digital channels, and social platforms. Audiences are invited to share their own expressions of authenticity at McDonald’s, effectively turning consumers into contributors and amplifying campaign reach through user participation.
According to company leadership, the objective is to deepen the personal bond customers feel with the brand while evolving its messaging for a new generation. Advertising executives involved in the project also point to the rarity of a slogan so recognizable that it symbolically “owns” a punctuation style — an asset they intend to carry forward into future creative work.
A new agency era begins
The campaign represents the first major release since BBDO Hong Kong assumed creative responsibilities for the account, working alongside long-time media partner OMD. The shift follows a two-decade collaboration with DDB Hong Kong and signals a fresh creative phase shaped by new leadership within the Omnicom network.
For McDonald’s Hong Kong, the initiative serves both as a continuation of brand heritage and as a statement of intent: honoring a legacy platform while adapting it to reflect evolving cultural expectations and consumer identities.
