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《麥當(dāng)勞抖音報獎》拼貼動畫——安戈力文化

餐飲連鎖|食品飲料| 佳片精選 |MG圖形動畫

—Client / 出品方

金拱門（中國）

—Project name & type/項目名稱&類型

《麥當(dāng)勞抖音報獎》拼貼動畫

—Production House / 制作方

UGLY/安戈力

—Production Date/產(chǎn)出時間

2024年6月26日

—Production cycle / 制作周期

10 days

1. BACKGROUND PROJECT

As competition intensifies in the Western fast-food market, McDonald's faces dual challenges from both domestic and international brands. Domestic brands are rapidly capturing market share with low-price strategies, while international competitors solidify their positions through large-scale expansion. To break through this predicament, McDonald's decided to adopt innovative approaches to re-establish an emotional connection with consumers, thereby enhancing the brand's value and influence.

隨著西式快餐市場競爭的加劇，麥當(dāng)勞面臨著來自國內(nèi)外品牌的雙重挑戰(zhàn)。國內(nèi)品牌以低價策略迅速占領(lǐng)市場，而國外競爭對手則通過大規(guī)模擴張鞏固了其市場地位。為了突破這一困境，麥當(dāng)勞決定采取創(chuàng)新的方式，重新連接與消費者之間的情感紐帶，以此來增強品牌的價值和影響力。

2. STORYBOARD

The story begins amidst fierce competition in the Western fast-food market, with McDonald's seeking a breakthrough. On Children's Day 2024, McDonald's collaborated with globally renowned graffiti artist Mr Doodle to launch a series of playful and creative co-branded events. The slogan "A piece of McNuggets, a day of fun" became not only a catchphrase but also a bridge connecting past and present, awakening childhood memories for consumers. Online, through the spread of XGC (Cross-Generational Content) matrix and promotion of native co-created topics, McDonald's successfully attracted significant attention. Offline, a pop-up exhibition featuring Mr Doodle was held in Shanghai, live-streamed via Douyin, further amplifying the reach of the event. The campaign not only boosted sales but also increased brand awareness and consumer affinity.

故事始于西式快餐市場的激烈競爭，麥當(dāng)勞在夾縫中尋找出路。2024年的六一兒童節(jié)，麥當(dāng)勞攜手全球知名的涂鴉藝術(shù)家Mr Doodle，推出了一系列充滿童趣與創(chuàng)意的聯(lián)名活動?！耙粔K麥樂雞，一塊過六一”，不僅成為了一種口號，更成為了連接過去與現(xiàn)在，喚醒消費者童年回憶的橋梁。線上，通過XGC內(nèi)容矩陣的傳播，以及原生共創(chuàng)話題的推廣，麥當(dāng)勞成功地吸引了大量關(guān)注；線下，則在上海舉辦了Mr Doodle的快閃展覽，并通過抖音平臺進行了直播，進一步擴大了活動的影響范圍。整個活動不僅提升了品牌的銷量，還增強了品牌的知名度和好感度。

The competition in the Western fast food market is fierce.Domestic brands such as Mouta and Mouhua quickly seize the advantage of low prices in lower tier cities.An old foreign competitor, Mouji, has completed the expansion of ten thousand stores and gained an advantage in store operations.Faced with both internal and external pressures, McDonald's seeks a way to break through and regain the brand value of Maimen

西式快餐賽道競爭激烈，國內(nèi)品牌某塔、某華以低價優(yōu)勢快速搶占低線城市國外老對手某基完成萬店擴張，占據(jù)門店優(yōu)勢，面對內(nèi)外雙重壓力下，麥當(dāng)勞尋求破局之道，重拾麥門品牌價值.

On International Children's Day in 2024, McDonald's and the world-famous graffiti artist Mr Doodle jointly cooperated, hoping to take this opportunity to arouse consumers' childhood memories in the form of graffiti and regain McDonald's "childlike innocence and happiness".Brand values create a brand new Children's Day carnival experience for both large and small consumers

2024 年六一兒童節(jié)，麥當(dāng)勞與全球知名的涂鴉藝術(shù)家 Mr Doodle 進行了聯(lián)名合作，希望借此聯(lián)名機會，以涂鴉的形式喚起消費者的童年記憶，重拾麥當(dāng)勞“童心、快樂”的品牌價值觀為大、小消費者打造一個全新的兒童節(jié)狂歡體驗.

Create an online event with the creative topic of "One McLeChicken, One Children's Day", and use XGC content matrix layout to break through the circle of Children's Day joint events.The parent-child topic has been linked, with daily exposure exceeding 100 million. The native co creation topic # Graffiti Returns to Childhood and surged to the top 3 of the challenge list. The famous graffiti artist Mr. Doodle's flash show landed in Shanghai, and Tiktok's online broadcast of "CEO Airborne Studio+Mr. Doodle's Live Painting" and other eye-catching gimmicks created a hot spot. The number of people online in the studio reached the peak of 5w+.

“一塊麥樂雞，一塊過六一” 創(chuàng)意話題打造線上事件，通過 XGC 內(nèi)容矩陣鋪排，實現(xiàn)六一聯(lián)名事件破圈子母話題連動，單日曝光破億，原生共創(chuàng)話題#涂鴉一下回到童年最高沖至挑戰(zhàn)榜Top3。線下聯(lián)名大場直播，知名涂鴉藝術(shù)家 Mr.Doodle 快閃展落地上海，同步抖音線上直播「CEO 空降直播間+「Mr.Doodle 現(xiàn)場作畫」等吸睛噱頭造熱點，直播間在線人數(shù)沖到頂峰 5w+。

The "short direct search" marketing combination integrates multiple business touchpoints, synchronously arranges and undertakes business to bring business growth. The audience for short videos is finely operated to grab volume. There are over 3000 investment plans in 3 accounts, and the target combination for attracting new/recalled/old customers is differentiated materials, differentiated bidding, and deep/shallow conversion. The live streaming strategy uses non meal point standard advertising, carefully explores opportunity audiences, and in addition, meal points use global promotion to upload 120+creative ideas in conjunction with 303 new features, to maximize sales. Search for relevant keywords, configure local group buying products, display brand zone pages, efficiently attract search traffic, and improve search conversion rates.

「短直搜」?fàn)I銷組合，多生意觸點整合發(fā)力，同步鋪排進行生意承接帶來生意增長短視頻人群精細化操作搶量，3 個賬戶在投計劃 3000+條,分拉新/召回/老客人群配合差異化素材、差異化出價、深淺層轉(zhuǎn)化目標組合。直播策略使用非飯點標準投放，細致探索機會人群，外加飯點用全域推廣上傳 120+條創(chuàng)意配合 303 新功能，拉滿搶量。搜索相關(guān)關(guān)鍵詞，配置本地團購品專產(chǎn)品，展示品牌專區(qū)頁面，高效承接搜索流量，提高搜索成交轉(zhuǎn)化率。

During this joint event, the GMV reached 380 million, 20 yuan and 20 yuan, and 2700 pieces of Maile chicken were sold, and Tiktok Life Service took the first place in the list.The topic has gained over 700 million online exposures, with a 193% increase in the 5A audience. The number of new users has reached over 5kw, accounting for 65% of the total. The official account has surpassed 10 million fans, successfully achieving a dual explosion in brand sales and voice.

此次聯(lián)名事件，活動期間實現(xiàn) GMV 3.8億，20 元 20 塊麥樂雞售賣2700份、抖音生活服務(wù)帶貨榜第一話題全網(wǎng)曝光 7 億+，5A 人群增長 193%，拉新人群規(guī)模 5kw+，拉新人群占比 65%，官方賬號粉絲破千萬成功實現(xiàn)品牌銷量與聲量的雙重爆發(fā)。

3. CHARACTER SETTING

In the animated story, McNuggets, one of the main characters, is anthropomorphized through doodle art, giving it a unique personality and storyline. This approach makes it easier to resonate emotionally with the audience, especially those who love McNuggets. Such character design deepens consumer affection for the product. Making McNuggets the protagonist in the animation helps create a distinctive brand memory point, leaving a deeper impression of the product in consumers' minds.

在本次動畫中，作為主角之一的麥樂雞，通過涂鴉的形式進行擬人化，賦予它獨特的性格和故事情節(jié)，可以更容易引起觀眾的情感共鳴，尤其是對于喜愛麥樂雞的消費者來說，這樣的角色設(shè)定能夠加深他們對產(chǎn)品的喜愛之情。同時將麥樂雞變成動畫的主角有助于打造一個獨特的品牌記憶點，使得麥當(dāng)勞的這款產(chǎn)品能夠在消費者心中留下更深刻的印象。

4. CAMERA VOICE DESIGN

The animation employs a collage-style motion graphic technique, maintaining visual fluidity and continuity. By incorporating McDonald's iconic elements such as the golden arches logo, the McNuggets product image, and creative elements from the collaboration with Mr Doodle, the brand information is presented in a creative and captivating manner. This form of animation retains McDonald's brand recognition while attracting audience attention through fresh artistic expressions. Especially during Children's Day, it evokes childhood memories and conveys the brand's values of "childlike joy." The visual design, dynamic effects, and storytelling work together effectively to communicate the core message McDonald's wishes to express through this co-branded campaign, thus strengthening the emotional bond between the brand and consumers.

本次動畫采用拼貼MG動畫的手法，不僅保持了視覺上的流暢性和連貫性，還通過麥當(dāng)勞標志性的元素如金色拱門Logo、麥樂雞等產(chǎn)品形象，以及與涂鴉藝術(shù)家Mr Doodle合作的創(chuàng)意元素，成功地將品牌信息以一種富有創(chuàng)意且引人入勝的方式呈現(xiàn)給了觀眾。這種動畫形式既保留了麥當(dāng)勞的品牌識別度，又通過新穎的藝術(shù)表達方式吸引受眾的關(guān)注，特別是在六一兒童節(jié)期間，喚起了消費者的童年記憶，傳遞了品牌“童心、快樂”的價值觀。動畫中的視覺設(shè)計、動態(tài)效果和故事敘述共同作用，有效地傳達了麥當(dāng)勞希望通過此次聯(lián)名活動所要表達的核心信息，從而增強了品牌與消費者之間的情感聯(lián)系。

The line drawing shows the effect separately

場景圖單獨展示效果

5. SPECIAL EFFECTS

6. SPECIAL EFFECTS

7. ON SITE

8. HD WALLPAPERS

—SCRIPTWRITER /編劇&策劃

YUGUANGTONGCHAN

—STORYBOARD /分鏡

JIANYU LIU

—CONCEPTION /元素設(shè)計

SILI/YISHA SUN

—SCENE TEACHER /場景師

SILI/YISHA SUN

SHIJIU HUA

—COLOR SETTING /色定

SILI

—DIRECTOR /導(dǎo)演

SHUIZHI YIN

—PRODUCTION /制片

JIANYU LIU/YUXIN LIU

—ANIMATOR /動畫師

HEHONG/JIAXU WANG/SHENGBAI CHEN

—CHECKER /動檢師

—SYNTHESIS /合成

SHENGBAI CHEN

—SOUND&MIX /音效/混錄/錄音

SHENGBAI CHEN

9. UGLY INTRODUCTION

中國蕞丑的一家MG動畫公司——（UGLY），專門服務(wù)國內(nèi)廣告同行、代理方、4A、甲方、乙方、丙方或丁方公司。在合作過程中以耿直、宅心仁厚的特點深受合作伙伴的熱捧及引薦，迅速在業(yè)界打開名聲。

UGLY, the ugliest Motion Graphics company in China, specializes in serving the domestic advertising peers, agents, 4A, Party A, Party B、Party C or Party D companies. In the process of cooperation, it was highly praised and recommended by partners with its honest and kind-hearted characteristics, and quickly opened its reputation in the industry.

自2014年成立至今，（上海、廈門）擁有在職技術(shù)性專業(yè)人才97位，全國居家辦公370多位；運用AE、C4D、逐幀、代碼等高技術(shù)手段制作前沿風(fēng)格MG動畫作品，服務(wù)1148個項目準時交付率高達92.9%，每月可以同步進行近 50 條MG動畫生產(chǎn)線，服務(wù)的品牌項目既有眾多耳熟能詳?shù)拇笃放埔灿谐鮿?chuàng)及小眾品牌，屬于名副其實的動畫代理源頭廠家。

Since its establishment in 2014, UGLY (In Shanghai and Xiamen) has 97 in-service technical professionals and more than 370 domestic office workers nationwide; Using high-tech means such as AE, C4D, frame-by-frame code and other high-tech methods to produce cutting-edge style MG animation works .The on-time delivery rate of more than 1148 projects has reached 92.9%, and nearly 50 MG Motion Graphics production lines can be synchronized every month. The brand projects served include many well-known brands as well as start-ups and niche brands, which are worthy of the name of the animation agency source manufacturer.

取名于英文單詞UGLY（丑英譯），公司Slogan“丑從未如此藝術(shù)”，現(xiàn)業(yè)界的評價：MG動畫=安戈力，安戈力=MG動畫，已形成行業(yè)符號，提到國內(nèi)MG動畫基地，你會想起安戈力。

UGLY is named after the English word UGLY (Ugly English translation). The company Slogan "Ugly has never been so artistic". Now the industry's evaluation: MG animation=UGLY, UGLY=MG animation, has formed an industry symbol. When you mention the domestic MG animation base, you will think of UGLY.

?UGLY安戈力

此文如需轉(zhuǎn)載刊用請注明來源公眾號安戈力

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