Page 53 - MA Dinner 2023

Excellence Award

“McDonald’s Baby Shark 齊齊減塑”
McDonald’s Hong Kong

Hong Kong is one of the biggest generators of plastic waste in the region. To create positive change, McDonald’s took a two-
pronged approach of action and education. McDonald’s first took a leading step in changing plastic cutlery to wooden cutlery,
eliminating over 100 million pieces of plastic per year. McDonald’s then sought to educate the whole of society on the importance
of sustainability, targeting families as the most effective unit. Knowing kid’s influence on families, McDonald’s partnered with
YouTube’s biggest family influencer – Baby Shark. The campaign created a series of ‘Baby Shark X Happy Meal’ storybooks to
educate sustainability to kids in a fun way. To further make sustainability fun for the whole family, McDonald’s created a Baby
Shark theme store filled with different fun games, installations, and a reading corner. To spread the word about McDonald’s plastic
reduction initiative, McDonald’s enlisted Aaron Kwok as its sustainability ambassador, helping to sing and dance the famous Baby
Shark theme song with rewritten lyrics to announce its plastic-reduction initiative. Finally, to create lasting impact to the rest
of society, McDonald’s seeded numerous PR stores that spread its sustainability story to diverse communities from business to
entertainment communities.

Comments from the Judges:
Addressing urgent environmental concerns, the campaign successfully engaged and educated families, with a special focus on
children about sustainability, while enhancing the brand’s reputation through a multi-faceted approach.
After conducting a comprehensive analysis, the strategic decision to partner with Baby Shark and introduce a series of educational
storybooks in lieu of traditional Happy Meal toys proved to be a brilliant move. Transformation of one of its flagship stores into
a Baby Shark theme store created an immersive sustainability experience for families, extending the campaign’s impact beyond
traditional advertising channels. Furthermore, enlisting celebrity dad Aaron Kwok as the sustainability ambassador added another
layer of buzz and relevance to the campaign.
The results of this campaign were exceptional. By blending family-focused marketing with sustainability initiatives, the campaign
successfully highlighted McDonald’s dedication to creating a lasting impact on society and solidified the brand’s position as a
purpose-driven leader. The campaign stands as a compelling exemplar of successful youth engagement and ESG education,
setting an inspiring benchmark for the industry and beyond, as it nurtures the next generation of responsible global citizens.

Parties to be Recognized for Contributing to the Success of the Programme:
1. DDB Hong Kong
2. OMD Hong Kong

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2023

9/26/2023 3:37:08 PM
Dinner 2023 Ken.indd 51
Dinner 2023 Ken.indd 51 9/26/2023 3:37:08 PM