The movie “i’m livin’ it”, a film about McRefugees (a nickname for the many homeless in Hong Kong who seek shelter in the cities 24-hour McDonald’s establishments) was to premiere in September 2020. As movie about struggle, triumph and grit in Hong Kong that used McDonald’s as a backdrop, we knew it would be the perfect vehicle to amplify our brand message of hope in the city.

We quickly partnered with the films production company, and created our #DearHK 90-second short-film to be played exclusively in theatres as a “trailer” that would appear before the “i’m livin’ it” film. This was the first time in McDonald’s history that a brand film was made specifically for theatres.