Meet the NEW & IMPROVED Spicy Chicken McDeluxe™ and Regular Chicken McDeluxe™
1. Film & Branded Content Kancils [1.2a Film (Online): Single]
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case film
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Links:
https://www.youtube.com/watch?v=RYgnkJ7yhbM
Product/Service:
Fast Food
Client:
Gerbang Alaf Restaurants / McDonald's Malaysia
Brief:
McDonald's set out to introduce the improved Spicy Chicken McDeluxe alongside the Regular Chicken McDeluxe.
The objective was to highlight the bigger, thicker and juicier whole chicken thigh patty, while introducing a non-spicy option for consumers. Through a short, visually engaging food film, the campaign needed to clearly communicate the product improvements, showcase the appetite appeal of both burgers and reinforce the message of bigger bites and fuller enjoyment.
Solution:
We wanted to make the product improvements something the audience could see and almost feel, rather than simply telling them what had changed.
Our approach was to bring the burgers and their ingredients to life through dynamic movements, dramatic perspectives and detailed food cinematography.
From the patty growing in size to crispy crumbs bursting through the frame, every visual moment was designed to emphasize the bigger size, crispy texture and juicy tenderness of the chicken.
We also wanted the camera and typography to become part of the action. Through continuous camera movements, bold supers, seamless transitions and rhythmic editing, the film moves from one product benefit to another with energy and precision, while giving each burger its own distinct visual identity.
The result is a fast-paced, visually driven food film that turns simple product improvements into an exciting and appetizing experience
