The Forgotten Wishes
10. Craft Kancils [10.23a Chinese Copywriting, Content Writing & Scriptwriting: Single]
×
![]()
×
![]()
Links:
Product/Service:
F&B
Client:
Gerbang Alaf Restaurants Sdn. Bhd
Brief:
Every year, the return of the Prosperity Burger marks Chinese New Year in Malaysia—a symbol of reunion and togetherness. But the true meaning of prosperity has faded. The Ang Pow tradition, once filled with heartfelt wishes, has become a transactional exchange. Younger Malaysians, especially “bananas,” have grown distant from this cultural practice finding it a stressful tradition. McDonald’s took this opportunity to reconnect Malaysians to the real spirit of Prosperity—by reviving the forgotten art of wishing and making it fun, inclusive, and relevant for today’s generation. Because Prosperity isn’t about what we have, but who we have.
Solution:
We realised that while Malaysians still celebrate Chinese New Year with joy, many had forgotten the true meaning behind the tradition of wishing. Once filled with heartfelt blessings, they’ve become merely a performative ritual—especially for "bananas".
To bring back the lost art of wishing, McDonald’s created a collection of auspicious wishes that carry cheeky greetings instead of cash or coupons. Each packet featured one of six unique McDonald’s-style wishes, designed in vibrant, modern colours inspired by this traditional act. Written in English, Malay, and Chinese, these wishes made it fun and effortless for everyone to reconnect through the simple act of giving.
Distributed nationwide with every Prosperity Burger McValue Meal, Prosperity Ong Wishes turned a fast-food purchase into a meaningful exchange—helping Malaysians rediscover that true Prosperity isn’t about what’s inside the packet, but the heartfelt wish that comes with it.
