May 2023-August 2023
Copywriting, Branding, Content Creation, Integrated Campaign
Creative Director: Az Adilah
In collaboration with Evine Chua, Joanne Ang & Xie Xuemin
This integrated campaign is centered around a neighbourhood folklore, The Bukit Timah Monkey Man. It uses the Monkey Man as a figurehead for the preservation of Bukit Timah's area, promoting the exploration of the area, revival of Singapore's folklore as well as to generate publicity on an accompanying burger meal.
Taking inspiration from various existing McDonald's campaigns and Indiana Jones, my team and I created an adventure-themed based campaign. This campaign leads to the launch of the Hunters Meal, containing a McMonkey Burger, Net Fries (waffle fries) and a Banana McFizz as the food items. Alongside each meal were collectable iron-on patches which showcased the Monkey Man and various locations of Bukit Timah in its designs.
We furthered the interactive elements of this campaign by introducing a trail where there were booths located at 6 iconic areas of Bukit Timah where patrons could stamp on their trail cards. A fully stamped trail card allowed them to trade it in for a free meal. Lastly, through a pop-up ad in the McDonald's app, patrons could get a discount on the meal if they spotted the Monkey Man popping up throughout the app.
We went through many design iterations, especially for our key visual and burger wrap packaging. For the former, we had to incorporate more elements of the neighbourhood and ensure the focus was on the burger. As for the packaging, the initial idea was to have it be a singular wanted poster of the Monkey Man. It later on was translated into a pattern of that design to ensure that it could be seen consistently when wrapped around the burger.
