McDonald’s feels like it’s always been part of our lives and childhoods growing up in Hong Kong but in reality, the fast food brand only entered the local market in 1975. In celebration of its 50th anniversary in the city, McDonald’s Hong Kong is taking a walk down memory lane with a nostalgic campaign that’s sure to tug at your heartstrings.
Nicholas Tse, Hong Kong entertainment icon and longtime friend of the brand, has been tapped to star in the special 10-minute micro-film for the campaign. Based on the true story of the fast food chain’s opening day in the city, the story sees him starring as ‘Manager Chu’, the first McDonald’s Hong Kong restaurant manager, and the trials and tribulations of what it was like to launch our city’s first McDonald’s in Causeway Bay.
No attention to detail was spared – the original Paterson Street shop was recreated, the uniforms and product packaging recall true 1970s McDonald’s aesthetics, and the store decor is fabulously retro. DDB Group Hong Kong collaborated with a host of award-winning local creatives such as art director Man Lim-chung, editor William Chang Suk-ping, and composer Chan Kwong-wing to bring the nostalgic story to life as a tribute to the brand, its history in the city, and the McDonald’s community in Hong Kong.
After its television premiere on TVB, the campaign micro-film will be widely released on social media, and there will be even more nostalgic content to sink your teeth into, as behind-the-scenes footage and exclusive interviews will be broadcasted as well – so keep your eyes peeled on social media to make sure you catch all the videos!
As part of the broader anniversary campaign, McDonald’s Hong Kong will be bringing back their Bolognese and Fried Egg Angus Burger for a limited time, as well as other exclusive menu items developed by Nicholas Tse, starting from September 17.
Over at the West Kowloon Cultural District, McDonald’s Hong Kong will host an immersive exhibition at Freespace that pays homage to where their story started with a replica of the original 1975 McDonald’s Hong Kong outlet, from October 1 to 19. Here’s a chance to snap plenty of photos with a retro-chic vibe! As you imagine what ordering a Big Mac at the Paterson Street branch might have felt like 50 years ago, you can also admire a collection of classic toys, product packaging, and memorabilia spanning various decades – it’s the ultimate place to geek out over vintage collectibles if you’re a Maccer’s fan.
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