DDB Shanghai has won the Gold award at the MAA Globes Awards for the “Cheer for China” campaign developed for McDonalds during the Beijing Olympics. The award continues the Gold awarded at the China Effies in 2008.
As an official sponsor of the Beijing Olympics McDonald’s were keen to find a way to join every Chinese person to the games. The McDonald’s slogan, “I’m loving it” was adapted to become “I’m loving it… China Win!”, a cheer to be used throughout the country.
A “cheering station” was designed, complete with webcam, microphone, interactive screen and web access. Every customer who went into the station could record their own video of a cheer for China and transfer the results to the McDonald’s China web site.
Click on the image below to play the video in YouTube (HD)
The Cheer for China campaign was developed at DDB Shanghai, China, by creative director Michael Dee, creative director/art director Jody Xiong, art director Leo Wan and copywriter Meredin Xu.