McDonald’s Philippines
McDonald’s: Bes or Bae?
As McDonald’s levels up its Crispy Chicken Sandwich to the new BBQ Mayo Crispy Chicken Sandwich, is it also a level up between these two friends?
The online video is now most-shared and loved organic content in Facebook for 2018 and caused 3rd biggest spike in wow reactions for the year.
*Slang terms of endearment with "Bes", meaning "best friend", and "Bae" meaning boyfriend/girlfriend (before anything else).
Upon launch of the film, online buzz was generated on Twitter, Instagram and Facebook to guess where their story leads. People were also encouraged to share their own stories and McDonald’s answered with encouraging and comforting creative reply cards.
If you voted for "Bes", you'll receive these replies:
If you voted for "Bae", you'll receive these replies:
Product feedback was positive, and general sentiment remains focused on kilig and excitement to try the new BBQ Mayo Chicken Sandwich.
CLIENT Golden Arches Development Corp.
PRODUCT McDonald’s Value Burgers
AGENCY Leo Burnett Manila
YEAR 2018
30s Film
DIRECTOR Joel Limchoc
PRODUCERS Steve Vesagas / Lester Parulan / Cha Agcaoili
CHIEF CREATIVE OFFICER Raoul Panes
CREATIVE DIRECTOR Mela Advincula
CREATIVE TEAM HEAD Stephanie Dela Cruz
ART DIRECTOR Daniel Tingcungco
JUNIOR COPYWRITER Maxine Lumague
ACCOUNT DIRECTORS Judy Medina / Ivana Bito / Earl Dorado