A Journey Through Four Decades of Joy with McDonald’s Taiwan
In a grand celebration of its 40th anniversary, McDonald’s Taiwan is launching a year-long campaign titled ‘Simple Happiness’. Conceptualized by Leo Burnett Taiwan, this campaign encapsulates the essence of joy and nostalgia, unfolding across four decades since McDonald’s first introduction to Taiwan in 1984.
C-pop Royalty Jolin Tsai Brings Magic to McDonald’s Narrative
The campaign is graced by the presence of Jolin Tsai, Taiwan’s renowned ‘Queen of C-pop’, whose illustrious career boasts over 25 million records sold. Tsai not only stars in the campaign’s film but also lends her musical talent by composing its lyrics and soundtrack. Fans can anticipate a music video and Spotify release of her song “OH LA LA LA” in early 2024.
To commemorate McDonald’s 40th anniversary in Taiwan, we loved the idea of creating a ‘happiness time machine’: a campaign that revisits memorable moments of simple happiness over the past 40 years. By embracing the latest virtual production technologies, it also looks to the future, positioning McDonald’s Taiwan as an icon of food, tech and transformation.
Brenda Kou, CMO, Asia Business Unit, McDonald’s
Embracing Cultural Evolution and Technological Innovation
Kevin Yang, CEO and CCO at Leo Burnett Taiwan, remarks on the profound cultural impact of McDonald’s in Taiwan, highlighting its journey from a novel foreign influence to a beloved brand woven into the local fabric.
The campaign film, a visual spectacle, traverses from 1984 to 2024, utilizing advanced 3D animation and timelapse effects. This cinematic journey showcases the evolution from quaint village streets to modern cityscapes, symbolizing McDonald’s growth alongside Taiwan’s societal transformation.
McDonald’s Taiwan – A Trendsetter in the QSR Industry
McDonald’s Taiwan has consistently been at the forefront of innovation in Taiwan’s Quick Service Restaurant (QSR) industry. The brand’s initiatives range from unique collaborations, like with badminton champion Tzu-Ying Tai, to creating socially impactful projects such as the e-donation platform ‘Donation Wallpaper’ and launching exclusive, limited-time menu offerings.
Revolutionizing Taiwanese Filmmaking
In a pioneering effort, the campaign’s various historical periods were filmed entirely in a Virtual Studio with Moonshine XR Studio, utilizing cutting-edge 3D modelling and mapping technology. This technique allowed for a faithful recreation of McDonald’s iconic packaging from the past, blending nostalgia with futuristic technology.
Simple Happiness is a leap forward for Taiwanese filmmaking. We created five distinct settings using 3D modelling and huge LED screens. Simulating natural sunlight was one of many hurdles, but after months of extensive planning and testing, our story was freed from the constraints of physical locations, giving us greater control, flexibility and creativity.
Hsiao Ya-chuan, an award-winning director nominated for Best Director at Taiwan’s 2023 Golden Horse Awards.
Celebrating Memories and Looking Ahead
As McDonald’s Taiwan steps into its 40th year, it not only reminisces about the past but also looks forward to continuing its legacy of innovation and customer delight. With the ‘Simple Happiness’ campaign, McDonald’s Taiwan reaffirms its commitment to bringing joy and creating cherished memories for years to come.
Watch the ‘Simple Happiness’ film and explore behind-the-scenes content.