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Brief Published: 4 Jan 2013

I’m Amazing by McDonald's

Extra

This summer, ad agency DDB Group Hong Kong launched a campaign for global fast-food chain McDonald's to encourage school children to draw the McDonald's restaurant of their dreams.

Entitled I’m Amazing!, the campaign was designed to show how important it is to give children time to use their imaginations. A microsite let the children draw and upload their work, along with their name and age. Each uploaded picture was added to the Ideas Gallery, where users could vote for their favourite or share it via social media. McDonald's collated the 20 most popular designs and transformed them into real pieces for a store makeover in Kowloon Bay, Hong Kong.

Jeffry Gamble, executive creative director for DDB Group Hong Kong, said: "The I’m Amazing campaign embraces every kid's true passion and creativity; which ultimately makes every kid feel amazing. As for the parents, McDonald's surprises them by showing them how astonishingly talented their kids really can be."

The campaign ran until the end of August 2012. The top 20 designs were sold at auction and raised $64,500 for the Ronald McDonald House Charities.

McDonald's

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