McDonald's "PIG" Mac: Lunar New Year LAUNCH
At the agency I worked for, McDonald's was one of our clients, and we were presented with a unique opportunity to launch their inaugural Bacon Big Mac. Given the timing of the launch, we proposed aligning it with Chinese New Year, playing on the fact that it was the Year of the Pig, which led to the idea of branding it as the 'Bacon Pig Mac.' To reinforce this cultural connection, we featured a diverse range of Asian American talent, emphasizing themes of family, food, and tradition. The result? Delighted clients, renewed excitement, and strong cultural media traction.
The IDEA
Currently 4.5B people go through airports yearly - McDonalds at the time wanted to target travelers as they departed or arrived domestically or internationally. The idea was that passersby would be waiting for their flight or next to an airport McDonalds location and be curious to what the delight would be. Once users scan and input user data: Birth year, they are greeted with what zodiac sign that corresponds with along with a digital coupon to try a Pig Mac to redeem at an any participating McDonald's Location. The billboard's language would change based on location or region.
ROLE: Design, Production, Art Direction, Stylist, Location Spotting, Interior Design
TOOLS: Photoshop, Illustrator, Keynote
COPYWRITER: Colin Costello
CREATIVE DIRECTOR: Brian Jung
TALENT: Amber Liu + Mike Bow
DESIGNER + ART DIRECTOR: Derek Cheng
BACON BIG MAC: 60 SEC
Amber Liu and Mike Bow showcase their dance moves in this 60-second McDonald's clip. I provided input and options for styling, shot locations, and interior design, and remained on set to ensure we captured all key shots along with ample B-roll for editing.
MCDONALD'S RED ENVELOPES
Money, fortune, and abundance are key themes of Chinese New Year, and to celebrate this, I designed custom red envelopes. I get especially excited when there's an opportunity to create a physical product or packaging. While I enjoy designing for the digital space, there's something uniquely rewarding about holding a tangible item I've created—an experience I always look forward to.
SUPPORTING ASSETS
I designed an iconic McDonald's tray cover inspired by the traditional table covers found in Chinese restaurants, adding a McDonald's Zodiac twist. Additionally, I wrapped a food truck that served exclusively Bacon Big Macs and created commemorative pins for the branded occasion.
