Digital and Print Campaign

2020

For this project, my team and I were tasked with creating a digital and print campaign for a new burger at McDonald’s Taiwan, to celebrate the country’s uniqueness. 

We chose to introduce a new lu rou fan (卤肉饭) burger, inspired by the beloved Taiwanese comfort food. The campaign promotes the burger through the use of wordplay on the word “fan” (饭), and features a print ad, burger packaging, a dedicated landing page as well as an Instagram promotional video.