For McDonald’s third Pie Day in Hong Kong, the 2018 campaign embraced the slogan "Little Big Moments", emphasizing emotional connections and heartfelt gestures. The campaign introduced a ‘Pie Day Sticker’ with a QR code, enabling customers to send personalized Pie Messages to loved ones. The initiative aimed to strengthen relationships and encourage people to share the joy of buying pies together.
Key Expertise
Ideation & Campaign Conceptualization | Graphic Development | User Engagement Strategy | Emotional Storytelling
Challenges Faced
The main challenge was crafting a design and concept simple enough to ensure ease of use, while also delivering a heartfelt and engaging message that resonated with the audience. Balancing functional design with emotional storytelling required a delicate approach to maintain both practicality and sentimentality.
▼ Key Visual
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