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McDonalds – SneakJOY

DDB, Hong Kong

[02.24.040]

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Sneaking food into places where it’s prohibited is just what people do. Everyone does it, but nobody talks about it. And McDonald’s happens to be the top choice for sneaking in Hong Kong. In the end, it all boils down to one universal truth: eating what you love while doing what you love. We ran a campaign to encourage this cheeky behavior by placing a series of print ads and sending geo-targeted notifications in the vicinity of cinemas, libraries, and train stations. Many people became good that we took the campaign to the next level with a promotion: a sneak heist in the sky! Simply show your boarding pass at our airport store, receive a free Apple Pie, and sneak it onboard the plane. Then, prove it by posting on social media and get a sweet e-coupon to redeem at our stores when you return.

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