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We sold 1.2 million burgers in this tiny country. How?


2 Silvers 
Creative Circle Awards

For Singapore's 52nd National Day, McDonald's paid tribute to all the things that made Singapore, Singapore - by creating a burger inspired by one of the country's national dishes.

The catch? Malaysia claimed Nasi Lemak was theirs. By proclaiming Nasi Lemak as "Just for you, Singapore!", we incited a food fight of epic proportions.

The result? A trending topic, international news coverage, and over a million burgers sold. Sweet.






Phase I: Launch






Brand TVC





Food Romance TVC





Mr Brown parody

The sellout of Nasi Lemak Burger inspired endless memes and content.
Blogging personality Mr Brown broke the bad news with a dubbed version of our TVC.






Phase II: Comeback


The Nasi Lemak Burger was a resounding success, selling out in its first two weeks--becoming a national meme, inciting a Singaporean-Malaysian food feud on Twitter, and leaving the general public hungering for more. The incredible social media frenzy around the Nasi Lemak Burger inspired our response campaign for Nasi Lemak Burger's comeback, once more giving us a chance to strike a personal chord with Singaporeans on their terms.








Food Romance TVC: Social Version

We re-crafted our original food spot to include comments from social media, framing the burger as an item that needs no introduction.