Kidsourcing: McDonald’s engages children in design

Hong Kong – For the I’m Amazing advertising campaign, children in Hong Kong created designs for the McDonald’s of their dreams, which were eventually adapted for a real restaurant.

Created by DDB Group Hong Kong, the campaign claims that Hong Kong children spend five hours a day on average in private tutoring. The campaign reaches out to children and parents with the message that imagining an ideal McDonald’s is a rare chance for kids to express their creativity.

In 10 days, I’m Amazing received about 760 designs via an online drawing tool and in-person submissions at McDonald’s outlets. Users voted for their favourites on a microsite, and 20 were eventually selected and produced for the restaurant.

The latest generation of digital natives, Generation I, will increasingly expect brands to engage them in creating products and experiences. For more on Generation I, attend our Spring/Summer 2013 Trend Briefing.