{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"RETAIL, LEISURE & ENTERTAINMENT","is_link":false},{"keyword":"ENTRANT COMPANY","content":"LEO TAIWAN, TAIPEI","is_link":false},{"keyword":"TITLE","content":"KUNG FRIES","is_link":false},{"keyword":"BRAND","content":"MCDONALD'S FRIES","is_link":false},{"keyword":"ADVERTISER","content":"MCDONALD'S PROSPECT HOSPITALITY","is_link":false},{"keyword":"AGENCY","content":"LEO TAIWAN, TAIPEI","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"JASON WILLIAMS, KEVIN YANG","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"JIN YANG","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"KENJI HO\/HENRIQUE LAMENHA","is_link":false},{"keyword":"ART DIRECTOR","content":"CHRISTINA CHANG\/LINA TSAI","is_link":false},{"keyword":"COPYWRITER","content":"HERMAN TUNG, DAVID HUANG","is_link":false},{"keyword":"AGENCY PRODUCER","content":"EVANS KAO","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"RUBY SHEN","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"NICOLE LIN\/KART JIAN","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"XUAN TAN","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"ROGER HONG","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"LILY KUO","is_link":false},{"keyword":"PR DIRECTOR","content":"BARBARA MESSER","is_link":false},{"keyword":"MEDIA AGENCY","content":"STARCOM, TAIPEI","is_link":false},{"keyword":"MEDIA PLANNING DIRECTOR","content":"TINA WANG\/ANGELA CHAN","is_link":false},{"keyword":"MEDIA PLANNING MANAGER","content":"ERIKA YANG","is_link":false},{"keyword":"MEDIA PLANNER","content":"LILY CHANG","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"MILK+HONEY, TAIPEI\/FOUR ACTION, TAIPEI","is_link":false},{"keyword":"ACTION DIRECTOR","content":"SCOTT HUNG","is_link":false},{"keyword":"DIRECTOR","content":"LEO WANG","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"JIMMY WONG","is_link":false},{"keyword":"CINEMATOGRAPHER","content":"LOCK SO","is_link":false},{"keyword":"GAFFER","content":"DAVID YU","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"LUCA LU","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"ELLIE CHEN\/KATIE CHEN","is_link":false},{"keyword":"PRODUCTION DEPARTMENT","content":"LIL LEE\/ZIV TSAI\/MILLER GUO\/JUSTIN CHEN\/A-LIU\/VICKY CHEN\/PITB","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"EAN LIN","is_link":false},{"keyword":"PRODUCTION DESIGNER","content":"SHAOCHU HUANG","is_link":false},{"keyword":"CASTING","content":"SANYA LEE","is_link":false},{"keyword":"STYLIST","content":"BIG CHUANG\/YUTZU YEH","is_link":false},{"keyword":"HAIR & MAKE-UP","content":"POHUA CHEN","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"LAPCC CO., LTD., TAIPEI","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"MINDBIZ, TAIPEI","is_link":false},{"keyword":"SOUND DESIGNER","content":"R.T KAO\/SAMMI LIN\/LUNJIA CHANG","is_link":false},{"keyword":"MUSIC DIRECTOR","content":"CHRIS HOU","is_link":false},{"keyword":"PHOTOGRAPHER","content":"CHISHUN KAO","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"In Taiwan, being \"too polite to say no\" means your McDonald’s fries are never truly safe. We tapped into this unspoken frustration to launch KUNG FRIES—a cinematic campaign that treats fry-sharing as a high-stakes standoff. \r\n<br>KUNG FRIES was created to arm consumers against this unspoken social awkwardness, transforming a passive sacrifice into a cinematic act of defense.\r\n<br>\r\n<br>While Kung Fu is a thousand-year-old art of protection, it was slowly being forgotten by the younger generation. \r\n<br>We decided to reawaken Gen Z’s passion for Kung Fu by using it to solve their most relatable modern friction. \r\nWe didn't just launch a campaign; we weaponized a cultural icon. We created KUNG FRIES: the world’s first martial art designed specifically to protect your fries, turning an awkward rejection into a humorous, trendy social interaction.\r\n<br>\r\n<br>Launched with blockbuster scale, the campaign featured a campus martial arts epic. While the five signature moves appeared cinematically dramatic on screen, they were actually simple hand gestures that anyone could master. \r\nWe transformed the physical world into a \"Kung Fries Dojo\": bus stops became training grounds where consumers could learn a move or two on the go, and restaurant tray liners were redesigned as \"Secret Manuals\" leading to digital tutorials. \r\n<br>\r\n<br>By gamifying refusal, we empowered consumers to protect their fries without the embarrassment. Kung Fries shifted McDonald’s from a snack brand to a cultural ally, making \"Protecting your Fries\" a viral behavior across Taiwan.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"INSIGHT: \r\n<br>In Taiwan, \"politeness\" is a silent thief. People are trapped in a social paradox: they cherish their McDonald’s fries but feel culturally obligated to share them rather than endure a moment of social friction.\r\n<br>\r\n<br>CREATIVITY: \r\n<br>We reclaimed the ancient art of Kung Fu—originally born to protect what we love—and weaponized it for the modern dinner table. By reinterpreting “defending your fries\" as a hyperbolic martial art, we transformed a socially awkward rejection into a moment of high-octane cultural entertainment. While Kung Fu is often seen as \"old-fashioned\" by Gen Z. By making it about Fries, we made it \"Cringe-cool\"—a specific aesthetic Gen Z loves.\r\n<br>\r\n<br>IDEA: \r\n<br>We choreographed five \"legendary\" moves. Presented with the dramatic intensity of a cinematic epic, they are actually simple, intuitive gestures that empower anyone to block a fry-thief with a smile. KUNG FRIES awakens a new consumer consciousness: the fundamental right to protect your own fries.\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"To define the strategic pivot from \"passive appreciation\" to \"active protection\" by leveraging a specific Taiwanese social tension. While McDonald's Fries are a cultural staple, their ubiquity led to a \"commodity trap\"—they were loved, but taken for granted. For Gen Z, the brand lacked emotional heat.\r\n<br>\r\n<br>We identified a unique Cultural Friction: the \"Fry-Stealing Paradox\". In Taiwan’s polite society, the inability to say no is a deep-seated norm where friends essentially levy a \"social tax\" the owner feels powerless to refuse. This pressure makes refusing even a single fry feel socially \"heavy\".\r\n<br>\r\n<br>Our strategy was to move from Product Benefit to Consumer Empowerment. We acted as the consumer's \"wingman,\" providing a humorous, pop-culture-fueled \"social license\" to say: \"They’re too good to share\".  In our media strategy, we deliberately bypassed immediate conversion-driven promotions, choosing instead to lead with high-entertainment content that permeated daily conversations and community culture.\r\n<br>\r\n<br>By moving the brand out of traditional ad placements and into the \"I’ve been there\" moments shared across social feeds, we  build a natural, authentic connection with our audience.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"The Blockbuster Rollout: Scaling a Social Insight into a Cinematic Event\r\n<br>\r\n<br>The Cinematic Tease: We treated the campaign like a major film premiere, launching high-production \"Coming Soon\" posters and trailers in nationwide cinemas to trigger organic hype and bypass \"ad-fatigue\" before the brand reveal.\r\n<br>\r\n<br>High-Craft Production: The five KUNG FRIES moves were co-developed with Golden Horse Award–winning action director Scott Hung and filmed in collaboration with film director Leo Wang, blending high-octane cinematic aesthetics with everyday social gestures.\r\n<br>\r\n<br>The Dojo Experience: We brought the \"film world\" into reality with giant Kung Fu palm-print installations and transformed bus stops into interactive training grounds where commuters could learn defensive moves while waiting.\r\n<br>\r\n<br>Practical Defense Tutorials:  Five tutorial videos for the five moves launched simultaneously, turning exaggerated movie choreography into “Functional Defense Maneuvers” that empower consumers to protect their fries in daily social scenarios.\r\n<br>\r\n<br>Gamified Retail: Every McDonald's was converted into a training hall. Tray liners were reimagined as \"Secret Martial Arts Manuals,\" using QR codes to bridge the physical meal with our digital \"Dojo\" tutorials.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"Total Fries Unit Sold Increased by 37% (v.s. P4W)\r\n<br>PR Value US$ 2.5m\r\n<br>HOT : a brand for someone like me increase to 46% (from 44.8%)\r\n<br>8 million video views \r\n<br>More than 6,600 sharing of customers’ unique experience of fries being stolen.\r\n<br>","is_link":false},{"keyword":"URL 1","content":"https:\/\/www.youtube.com\/watch?v=YPEbfvNOOaU","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.youtube.com\/watch?v=HevAujjz9Qc","is_link":true},{"keyword":"URL 3","content":"https:\/\/www.youtube.com\/watch?v=dLwgKpzi3yU","is_link":true},{"keyword":"URL 4","content":"https:\/\/www.instagram.com\/reel\/DOGgKcTD8MF\/?igsh=OHYzcDV4Y3BuczVt","is_link":true},{"keyword":"URL 5","content":"https:\/\/www.instagram.com\/reel\/DOGgQoUD-kY\/?igsh=MTNpYnZ6ZHRidnFyeg==","is_link":true},{"keyword":"URL 6","content":"https:\/\/www.instagram.com\/reel\/DOGgeCGj6bC\/?igsh=MXN1cnB4MGtyZzltcw==","is_link":true}],"files2":[{"name":"EN03_001.mp4","type":"mp4"},{"name":"EN03_001_DI01L.jpg","type":"jpg"}],"count":2}