The Spark

McDonald's Prosperity Burger has become a beloved Chinese New Year tradition in Malaysia. Our challenge was to capture that anticipation and sense of celebration in a way that resonated with social media audiences.

The Idea

We leaned into the familiar rhythms of Chinese New Year preparations. A series of snappy 15-second videos showcased iconic festive tasks – spring cleaning, receiving ang pows, reunion dinners – all playfully ending with the reveal of the delicious Prosperity Burger. This quick-cut, relatable format was perfectly designed to spark engagement and inspire user-generated content celebrating the burger's return.