McDonald’s Hong Kong wins nearly 200 awards for 50th anniversary campaign
McDonald’s Hong Kong’s 50th anniversary campaign has won almost 200 industry awards since 2025, including top honours at the Grand Effie, Grand Kam Fan and YouTube Works Grand Prix. CEO Randy Lai said the awards reflect deep community connections through creativity and local storytelling.
McDonald’s Hong Kong has won nearly 200 local and international industry awards since launching its 50th anniversary celebrations in 2025, according to the company. The accolades span brand, advertising creativity, marketing, media, public relations and communications.
The flagship campaign, Back to the Beginning, features actor Nicholas Tse Ting-fung in a micro-film based on true stories. It retraces McDonald's journey from its first Hong Kong restaurant on Paterson Street in Causeway Bay, revisiting half a century of shared memories with locals.
The campaign has taken top honours at three major industry awards: the Grand Effie, one of the most representative awards in global advertising and marketing; the Grand Kam Fan, the highest honour at the Kam Fan Awards, widely regarded as Hong Kong’s “Oscars” for advertising; and the YouTube Works Grand Prix, the annual grand prize in digital marketing.
Randy Lai Wai-sze, Chief Executive Officer of McDonald's Hong Kong, said the nearly 200 awards reflect the team and partners' ability to forge deep connections through creativity, local insights, and heartfelt storytelling. She noted that Back to the Beginning both looks back at the past 50 years and opens a new chapter for the brand.
Moving forward, Lai said, McDonald's will continue to root itself in Hong Kong, connect with the community through creativity, and join hands with every generation of customers to create more “Happy Moments.”
The campaign also extended into offline events with the “McDonald’s Hong Kong i’m lovin’ it 50th Anniversary Exhibition” at the West Kowloon Cultural District, blending micro-film sets with large-scale projections and interactive elements. The exhibition drew over 30,000 visitors in three weeks. In response to public demand, some classic sets were later relocated to Hong Kong International Airport to promote the brand story and local Hong Kong culture to international travellers.
