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PRESS RELEASE

FOR IMMEDIATE RELEASE

MCDONALDS, DDB GROUP HONG KONG CHALLENGE


CUSTOMERS TO STEAL PURE GOLD CHICKEN McNUGGETS

23 October 2017 | Hong Kong

McDonalds, in partnership with DDB Group Hong Kong, have created a box of
six 24-carat gold Chicken McNuggets for customers to try to steal.

In order to re-ignite peoples excitement for Hong Kongs most iconic chicken
treat, award-winning creative agency DDB Group Hong Kong has brought back
McDonalds infamous nugget-sauce stealing character, Jack the Dipper. Only
this time, he is not alone. He must assemble the Dipper League, a team of
specialists including McDonalds customers, to steal the 24-carat gold
McNuggets.

Customers have a chance to win the pure golden nuggets and other prizes,
such as 365 days of free Chicken McNuggets, by playing four entertaining online
games, which can be unlocked with the purchase of a box of McNuggets.
Within these games, players need to pass certain missions and virtually collect
four dipping sauces that will ultimately unlock the safe that holds the golden
prize.

Over the last 12 years, Jack the Dipper has become an icon in his own right.
This time around, we wanted to take things to the next level by setting him his
biggest challenge yet to steal the golden McNuggets, said Jamal Hamidi,
Executive Creative Director, Global Business at DDB Group Hong Kong. To do
so, weve done some world building for both Jack the Dipper and Chicken
McNuggets, creating an expanded storytelling universe with a new look and new
characters.
Users are being directed to the campaign site via a Marvel/ DC Comics-style
animated online video.
http://campaign.mcdonalds.com.hk/ch/promotions/dimjack
https://youtu.be/g3KKV8oXz4s

A 10-second teaser clip was launched prior to the campaign to create intrigue
and anticipation around the return of Jack the Dipper.
https://youtu.be/jHOAQmv1AyI

The campaign also features comic-style product spots and special packaging
and traymat designs that are themed to tell the story of the biggest McNuggets
heist in history.
https://youtu.be/jezHFQNPyT0
https://youtu.be/7EtTX2_Q3Po

This fully integrated campaign is creative story-telling at its best, said Randy
Lai, CEO at McDonalds Hong Kong. Not only has DDB Group Hong Kong
created an immersive narrative, but also brought it to life in a multi-faceted
manner, from gaming, one of Hong Kongs favourite past times, to video
content and packaging.

The news follows several new clients partnerships announced over the past few
months at DDB Group Hong Kong, including Smartone, Hong Kongs iconic
sightseeing destination Hang Lungs The Peak Galleria, Hong Kong Airlines,
Hong Kong International Airports (HKIA) new business and entertainment
complex SKYCITY, French beer brand Kronenbourg 1664, new venture GenLife,
and Allianz Global Investors (AllianzGI).

CREDITS:
VP Regional Director, DDB Asia: Peter Rodenbeck
Managing Partner: Irene Tsui
Head of Strategy and Innovation: Andreas Krasser
Executive Creative Director, Global Business: Jamal Hamidi
Creative Team: Paul Yu, Tony Cheung, Roden Chau, Matthew Kwok, Venus Li &
Winge Cheung
Account Management: Maggie Cheung, Jim Leung, Ivy Suen & Nickson Ng
Tribal: Bocys Lam, Ivy Kong, Nicole Lee, Amy Kong, Ally Au & Chi Wai
Head of Broadcast: Annie Tong
Visualiser: John Chan & Linus Liu
Media Agency: OMD
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About DDB Group Hong Kong

DDB Group Hong Kong (DDB, Tribal Worldwide and LIVE) is united behind our
founder Bill Bernbach's belief that creativity is the most powerful force in
business. In 2016, the agency was honoured with Campaign Asias prestigious
Agency-Marketer Partnership Award, marking the most effective client
collaboration in the region. DDB Group Hong Kong also earned accolades as
Marketing Magazines Creative Agency of the Year and Integrated Agency of the
Year for the second year in a row, adding to the agencys Best Client-Agency
Partnership and Best Agency Culture wins in 2015. DDB Group Hong Kong was
the most awarded agency at the Hong Kong Effies in 2012, 2013, 2014, 2015
and 2016.

DDB Asia is a cohesive collaboration of global businesses, including DDB


(advertising), Tribal Worldwide (digital), DDB Remedy (healthcare and medical),
Track (e-commerce) and TracyLocke (shopper marketing). Comprising of six
offices in four countries, DDB Asia is part of the DDB Worldwide
communications network and Omnicom Group.

Contact
Marie Green
Communications Manager, DDB Group Hong Kong
marie.green@asiapac.ddb.com | +852 6018 5068