When the borders between Singapore and Malaysia closed, thousands of migrant workers who used to commute daily between the two countries got stranded in Singapore.
As the second Ramadan under Covid approached, McDonald’s wanted to help these Muslim workers celebrate Ramadan with their families – like they used to before the travel ban.
As the second Ramadan under Covid approached, McDonald’s wanted to help these Muslim workers celebrate Ramadan with their families – like they used to before the travel ban.
To prove that the spirit of Ramadan is stronger than the borders that divide us, we built a special set up in McDonald’s restaurants in both countries and created My Happy Table. A truly immersive experience, My Happy Table is a seamless dining table that magically extends all the way from Singapore to Malaysia.
Firstly, we surprised our own McDonald’s staff and shared a content video of their experience. Then, we opened My Happy Table for bookings, allowing more separated families to feel closer on Ramadan.
Awards:
Spikes Asia – Bronze in Outdoor in Cultural Insights
Effie Singapore – Gold in Small Budgets - Products and Services
Effie Singapore – Silver in Restaurants
MARKies – Gold in Most Creative in Multicultural Marketing
MARKies – Gold in Most Creative in Customer Engagement
MARKies – Silver in Most Creative in Experiential
MARKies – Bronze in Most Creative in Video
Marketing Excellence Awards – Gold in Excellence in Brand Awareness
Marketing Excellence Awards – Gold in Excellence in Marketing to a Specific Audience
Marketing Excellence Awards – Gold in Experiential Marketing
Marketing Excellence Awards – Gold in Excellence in Response to Covid
Marketing Excellence Awards – Gold in Excellence in Viral Video
Marketing Excellence Awards – Silver in Excellence in Marketing Innovation
Creative Circle Awards – Bronze in Best Use of Cultural Insights (Film & Branded Content)
Creative Circle Awards – Bronze in Best Use of Cultural Insights (Outdoor)
Creative Circle Awards – Bronze in Creative Effectiveness (Outdoor)
Effie Singapore – Gold in Small Budgets - Products and Services
Effie Singapore – Silver in Restaurants
MARKies – Gold in Most Creative in Multicultural Marketing
MARKies – Gold in Most Creative in Customer Engagement
MARKies – Silver in Most Creative in Experiential
MARKies – Bronze in Most Creative in Video
Marketing Excellence Awards – Gold in Excellence in Brand Awareness
Marketing Excellence Awards – Gold in Excellence in Marketing to a Specific Audience
Marketing Excellence Awards – Gold in Experiential Marketing
Marketing Excellence Awards – Gold in Excellence in Response to Covid
Marketing Excellence Awards – Gold in Excellence in Viral Video
Marketing Excellence Awards – Silver in Excellence in Marketing Innovation
Creative Circle Awards – Bronze in Best Use of Cultural Insights (Film & Branded Content)
Creative Circle Awards – Bronze in Best Use of Cultural Insights (Outdoor)
Creative Circle Awards – Bronze in Creative Effectiveness (Outdoor)