Tribal Worldwide Shanghai wins ‘Best Campaign in Asia’ Dragon at PMAA for McDonald’s China

Tribal Worldwide Shanghai has won the first-ever “Best Campaign in Asia” Dragon at this year’s “Promotion Marketing Awards of Asia” (PMAA) held in Kuala Lumpur last night with their “I See Fries” campaign created for McDonald’s China.

“I See Fries”, co-created by Tribal Worldwide Shanghai and DDB Sydney, was a simple game showing Chinese consumers first-hand “When you really crave fries, you see them everywhere”. Partnering with Meitu, China’s largest online photo editor, McDonald’s China created a custom-built “fry-finder” APP. Players were encouraged to look for anything that resembled McDonald’s French fries, place the McDonald’s box template in position, and then take a picture, sharing it on social platforms bringing users the opportunity to win free real McDonald’s fries.

The campaign also won the “Best in China” Dragon, and a Gold Dragon in the “Best Digital Campaign” category, while PepsiCo’s “Pepsi Care Package” campaign, co-created by Tribal Worldwide Shanghai and Civilization, also won a Gold Dragon in the “Charity and CSR” category at this year’s PMAA.

Jit Hoong Ng, Vice-President of DDB Group North China & Managing Director of DDB Shanghai Group said, “The lifeblood of Tribal Worldwide has been in creating innovative ideas that stem from human truths, enabling them to be shared and participated. Winning the Best of Asia is a great confirmation of our approach to our clients’ business.”