Catchfire – DDB Singapore turns McDelivery into iconic favourites, locally and globally

April 18, 2019

McDonald’s Delivery is a familiar favourite amongst Singaporeans, but perhaps all too familiar a favourite. For McDelivery Day, let’s see how we can light up the idea for a world of customers – to win hearts, minds and even global attention.

We all know those late, late nights, especially when everyone is asleep and you’re hankering for some comfort food. Who are you going to call? For many hardworking night-owl Singaporeans, they see an iconic world of McDelivery.

The iconic favourites of McDelivery light up the night.
In celebration of McDelivery Day, DDB Singapore, together with Paris-based creative artist Anne-Laure Maison, took inspiration from the ubiquitous symbol of a late night—the lit window—and turned it into its own array of iconic offerings.

“We’ve all been up late for a myriad of reasons. And no matter how late you’re up, McDelivery Singapore wants you to know that it’ll be right there with you.” – said Chris Chiu, DDB’s Group Chief Creative Officer.

The McDelivery Day celebrations are from 8 to 11 April, and will feature special offers on its Happy Sharing Boxes. The campaign is running across OOH island-wide, and will also feature print insertions, social posts, as well as an online film.

The campaign proves to be a big hit amongst Singaporeans.

And it soon made… and….

Or as Bill Bernbach once said, “The magic is in the product.” We just lit it up.

Other Works
McDonald’s celebrates our unsung hero this Ramadan with ...
McDonald’s unites all fried chicken lovers with crispy chicken perfection.
From Chinatown to China, come home to McDonald’s prosperity.
DDB tells a Singaporean love story for McDonald’s 40th Anniversary
DDB helps McDonald’s share the warmth of Ramadan
Samurai back with a vengeance and a sidekick in McDonald’s ...
McDonald’s goes upmarket, with some down-to-earth, upbeat fun from DDB
Salted Egg Yolk + Singlish Make Best-selling McDonald’s campaign