Milkshook

Brief // Refresh McDonald’s Milkshake offering in Singapore which was discontinued in the late 90s with an innovative integrated campaign.

Concept // The campaign concept revolves around the effects of having a McDonald’s Milkshake. “Milkshook” was chosen for its simple and direct reference to the Milkshake. The intended play on the word “shake” by changing it to the past tense also has other connotations such as “being taken by surprise” when something “shook you”. The characters depicted use a McDonald’s straw to eat food that is not commonly consumed with a straw because they are ‘Milkshook’ after their first taste of McDonald’s Milkshake. Thus, the emotional benefit – the exhilaration after consuming a McDonald’s Milkshake is the selling point that the campaign emphasises.

Award // DDB Apprentice 2008 winner.