Rebuilding Brand Love, A Smile and A Fry At A Time

1. Film & Branded Content Kancils [1.14 Creative Effectiveness: Film & Branded Content]

Links:

https://www.instagram.com/stories/highlights/18073125836082472/

Product/Service:

Fries, McD App

Client:

McDonald's Malaysia

Brief:

CHALLENGE After two years of boycott, McDonald’s Malaysia wasn’t just off the table - it was out of people’s hearts. Recovery had begun, but many remained on the sidelines, torn between lingering doubts and familiar cravings. OBJECTIVES Rebuild emotional trust and reignite the bond Malaysians once had with the brand.

Solution:

IDEA A familiar place. A quiet story. Seven Reel chapters to bring back a long-forgotten smile. EXECUTION We shaped Senyuman like a micro-drama in your feed - seven bite-sized episodes tracing the quiet reunion of two brothers through everyday McDonald’s moments. Each episode was crafted with cinematic care - soft lighting, close-ups, ambient sound. No brand shouting. Just quiet, impactful presence. Every episode ended not with a call to buy, but a gentle prompt to share a memory. We paced the series daily, letting emotion and anticipation build. The format encouraged shares, comments, and personal stories - inviting audiences to see themselves in the narrative. Results were amazing. • 24 M Reach, 21 M video views, 20 M social engagement, +4.3% guest count and +11.8% in sales vs pre-boycott baseline. It proved that even after distance, a quiet, well-told story can dissolve walls - and bring people home.

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