McDonald's - Workout cow / "Desirable beef makes you more desirable" print 2006 - China

The following print ads and in-store posters are part of a new McDonald's campaign in collaboration with the China Health Education Association. The goal is to help Chinese consumers better understand the unique benefits of beef, according to Phyllis Cheung, senior national marketing director at McDonald's China. Cheung emphasizes the company's commitment to quality in both products and services, along with its values. The ads convey an energetic message, with one featuring a headline "Desirable beef makes you more desirable," another claiming "Energetic beef gives you more energy," and a third demonstrating "Strong beef gives you greater strength."

"This is a disruptive effort both in the thinking and in the presentation of the brand," says TBWA/Shanghai ECD Yang Yeo. "It's surprising and comic in style, which is a fresh departure from the usual. The recall is high; it's a good start to changing eating habits."

Executive Creative Director :Yang Yeo
Creative Director : James Lee
Creative Director : Raymond Chin
Copywriter : Sharon Xu
Client : McDonald's-China
Agency : TBWA-Shanghai