As the Chinese New Year approaches, amidst the hustle and bustle of thousands of families welcoming the new year, there is a "discordant" voice, Ne Zha, who actually says -- I don't celebrate the New Year!

In fact, this is a Chinese New Year short film created by 180 Shanghai in conjunction with McDonald's and the national manga IP "Ne Zha's Descent of the Devil Child" by asking its original cast to create a short film for the Chinese New Year.

Nezha is a representative of the young people of Generation Z, and "I don't celebrate New Year's Eve" has captured the New Year's Eve mentality of the young people of Generation Z to a tee.

Understanding young people's preferences 
Leveraging on the hot national comics IP to seize the audience's minds

The year is over for consumers and over for brands.

McDonald's, on the other hand, manages to cut through the Chinese New Year marketing wave that is more lively than the chatter of seven aunts and aunts~

Nothing more, it's just a matter of really being with the consumer's heart.

The movie focuses on a family reunion on New Year's Eve. Mrs. Yin promises Nezha that she will spend the holiday with him, but she misses her promise because of the presence of a demon in the city, while Nezha accidentally sets his house on fire while trying to help his mother roast a chicken.

Want to know where the Bull Luck Gold Bucket Bull is?30s Product Eggs, absolutely can't miss it.

Many young people could not help but exclaim, "Is this Nezha? This is clearly me on New Year's Eve."

New Year's Eve is not as fun as a cell phone. Don't ask, asking means you don't want to celebrate New Year.

There are always family members who can't go home when you are a working soul.

When I was a kid, I was a mobile trouble-making machine when I was on winter vacation.

"It doesn't matter if you don't eat the New Year's Eve dinner" is not indifferent, it is sympathetic to my mother's hard work.

The most fun, always, is having McDonald's.

Although Nezha doesn't say it with his mouth, in his heart he still longs for a New Year's Eve reunion with his parents.

This stems from a discovery we made about the New Year's mentality of young people today: "Young people nowadays say no with their mouths, but their bodies are honest. It's not that they don't want to celebrate the New Year, but they don't want to spend it being dominated and nagged. In their minds, relatives heart together is the greatest New Year's flavor." That's why we came up with the idea of "Together in heart is the most flavorful New Year".

At the same time, through the cross-border cooperation with popular national comics IP, the idea is given a more youthful tension of the form of expression, on the basis of national comics as a communication medium, so that the new product has a richer cultural attributes, but also has a stronger penetration of the young circle.

Understanding the expectations of young people and 
adding chicken legs to the New Year's Eve in a different place.

Plans always fail to catch up with change. Soon after the animated short went live, and before we had a chance to celebrate its coming out of the ring, we were presented with a new challenge: the state encourages in situ New Year's Eve. So what could we do about it?

There you have it! Doesn't this coincide with our idea of "Together in heart, it's a golden year"? McDonald's is like family, it's also with your heart. If you can't go home, McDonald's will give you a chicken leg, so you can have a great year.

Therefore, we launched an in-store campaign "Add chicken legs for local New Year's Eve", targeting key groups such as "workers" and "college students", sending them warmth in the New Year, as well as attracting traffic to our offline stores. The campaign also successfully attracted traffic to our offline stores, and made "adding chicken legs" a new Internet slang for this Chinese New Year.

Third, understand what young people need 
New Year's showdown, so that affection is always on the line

If you can't connect online and offline, you can't call it product-effective communication.

We continue to launch the "New Year's Eve on the spot, family showdown" H5, the idea of which originated from the common memories of playing cards when we were kids.

Everyone draws cards together and lets their hearts be free between playfulness. With this kind of memory killing, young people are encouraged to gather with their families in the cloud, and they can also add chicken legs to their families online.

"In the face of the strong rise of the group, the future business can only be successful if we understand the business logic of the main consumer and know how to lean on this generation of young people." This quote from American scholar Thomas Kolopoulos in The Circle Effect is the best interpretation of McDonald's New Year's campaign hit, and it also speaks to the core creative secret of 180 Shanghai this time.

As the Year of the Ox approaches, 180Shanghai will bring more and more new ideas to you!