McCain Prosperity
All Year Round
CAMPAIGN____SOCIAL MEDIA____ANIMATIONS
The Brief: To launch and drive awareness for McCain Prosperity Spiral Fries and create an immediate impact on the brand's product. To also create a strong value proposition that supports the product name - ‘Prosperity'
The Challenges: ‘Prosperity’ as a name was chosen with the sole purpose of gaining immediate traction via the association of McDonald’s Twister Fries, which is part of their Prosperity product range. However, prosperity should be all year round, not just before or during the Chinese New Year.
The Approach: My guiding principle in producing every brand's social posts is to ensure they are driven by a well-defined idea and concept, rather than simply focusing on product promotion. Therefore, we utilised the iconic spiral fries to produce the object based on the messaging and event, tapping into the current news and trends.
The Idea: Prosperity All Year Round - A campaign that celebrates prosperous and joyful moments all year round.
Additional Ideas
Additional ideas that didn't make it, but are worth sharing
Credits
Client: McCain
Agency: Humanics Global
Executive Creative Director: Kamal Gangaram
Art Director: Christopher Chow, Sandy Ng
Designer: Jocelyn Yong, Engku Iman
Copywriter: Peter Mark Nunis
Account Director: Andrew Anderson
Account Executive : Ng Kah Vern
Agency: Humanics Global
Executive Creative Director: Kamal Gangaram
Art Director: Christopher Chow, Sandy Ng
Designer: Jocelyn Yong, Engku Iman
Copywriter: Peter Mark Nunis
Account Director: Andrew Anderson
Account Executive : Ng Kah Vern
