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《麦当劳抖音报奖》拼贴动画——安戈力文化

餐饮连锁|食品饮料| 佳片精选 |MG图形动画

—Client/出品方

金拱门（中国）

—Project name & type/项目名称&类型

《麦当劳抖音报奖》拼贴动画

—Production House /制作方

UGLY/安戈力

—Production Date/产出时间

2024年6月26日

—Production cycle /制作周期

10 days

1.BACKGROUNDPROJECT

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.

随着西式快餐市场竞争的加剧，麦当劳面临着来自国内外品牌的双重挑战。国内品牌以低价策略迅速占领市场，而国外竞争对手则通过大规模扩张巩固了其市场地位。为了突破这一困境，麦当劳决定采取创新的方式，重新连接与消费者之间的情感纽带，以此来增强品牌的价值和影响力。

安戈力

，赞1

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场的激烈竞争，麦当劳在夹缝中寻找出路。2024年的六一儿童节，麦当劳携手全球知名的涂鸦艺术家Mr Doodle，推出了一系列充满童趣与创意的联名活动。“一块麦乐鸡，一块过六一”，不仅成为了一种口号，更成为了连接过去与现在，唤醒消费者童年回忆的桥梁。线上，通过XGC内容矩阵的传播，以及原生共创话题的推广，麦当劳成功地吸引了大量关注；线下，则在上海举办了Mr Doodle的快闪展览，并通过抖音平台进行了直播，进一步扩大了活动的影响范围。整个活动不仅提升了品牌的销量，还增强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

西式快餐赛道竞争激烈，国内品牌某塔、某华以低价优势快速抢占低线城市国外老对手某基完成万店扩张，占据门店优势，面对内外双重压力下，麦当劳寻求破局之道，重拾麦门品牌价值.

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 年六一儿童节，麦当劳与全球知名的涂鸦艺术家 Mr Doodle 进行了联名合作，希望借此联名机会，以涂鸦的形式唤起消费者的童年记忆，重拾麦当劳“童心、快乐”的品牌价值观为大、小消费者打造一个全新的儿童节狂欢体验.

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+.

“一块麦乐鸡，一块过六一” 创意话题打造线上事件，通过 XGC 内容矩阵铺排，实现六一联名事件破圈子母话题连动，单日曝光破亿，原生共创话题#涂鸦一下回到童年最高冲至挑战榜Top3。线下联名大场直播，知名涂鸦艺术家 Mr.Doodle 快闪展落地上海，同步抖音线上直播「CEO 空降直播间+「Mr.Doodle 现场作画」等吸睛噱头造热点，直播间在线人数冲到顶峰 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」营销组合，多生意触点整合发力，同步铺排进行生意承接带来生意增长短视频人群精细化操作抢量，3 个账户在投计划 3000+条,分拉新/召回/老客人群配合差异化素材、差异化出价、深浅层转化目标组合。直播策略使用非饭点标准投放，细致探索机会人群，外加饭点用全域推广上传 120+条创意配合 303 新功能，拉满抢量。搜索相关关键词，配置本地团购品专产品，展示品牌专区页面，高效承接搜索流量，提高搜索成交转化率。

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.

此次联名事件，活动期间实现 GMV 3.8亿，20 元 20 块麦乐鸡售卖2700份、抖音生活服务带货榜第一话题全网曝光 7 亿+，5A 人群增长 193%，拉新人群规模 5kw+，拉新人群占比 65%，官方账号粉丝破千万成功实现品牌销量与声量的双重爆发。

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.

在本次动画中，作为主角之一的麦乐鸡，通过涂鸦的形式进行拟人化，赋予它独特的性格和故事情节，可以更容易引起观众的情感共鸣，尤其是对于喜爱麦乐鸡的消费者来说，这样的角色设定能够加深他们对产品的喜爱之情。同时将麦乐鸡变成动画的主角有助于打造一个独特的品牌记忆点，使得麦当劳的这款产品能够在消费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.

本次动画采用拼贴MG动画的手法，不仅保持了视觉上的流畅性和连贯性，还通过麦当劳标志性的元素如金色拱门Logo、麦乐鸡等产品形象，以及与涂鸦艺术家Mr Doodle合作的创意元素，成功地将品牌信息以一种富有创意且引人入胜的方式呈现给了观众。这种动画形式既保留了麦当劳的品牌识别度，又通过新颖的艺术表达方式吸引受众的关注，特别是在六一儿童节期间，唤起了消费者的童年记忆，传递了品牌“童心、快乐”的价值观。动画中的视觉设计、动态效果和故事叙述共同作用，有效地传达了麦当劳希望通过此次联名活动所要表达的核心信息，从而增强了品牌与消费者之间的情感联系。

The line drawing shows the effect separately

场景图单独展示效果

5.SPECIAL EFFECTS

6.SPECIAL EFFECTS

7.ON SITE

8.HD WALLPAPERS

—SCRIPTWRITER /编剧&策划

YUGUANGTONGCHAN

—STORYBOARD /分镜

JIANYULIU

—CONCEPTION /元素设计

SILI/YISHASUN

—SCENE TEACHER/场景师

SILI/YISHASUN

SHIJIUHUA

—COLOR SETTING/色定

SILI

—DIRECTOR /导演

SHUIZHI YIN

—PRODUCTION /制片

JIANYULIU/YUXINLIU

—ANIMATOR /动画师

HEHONG/JIAXUWANG/SHENGBAICHEN

—CHECKER /动检师

—SYNTHESIS /合成

SHENGBAICHEN

—SOUND&MIX /音效/混录/录音

SHENGBAICHEN

9.UGLY INTRODUCTION

中国蕞丑的一家MG动画公司——（UGLY），专门服务国内广告同行、代理方、4A、甲方、乙方、丙方或丁方公司。在合作过程中以耿直、宅心仁厚的特点深受合作伙伴的热捧及引荐，迅速在业界打开名声。

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、厦门）拥有在职技术性专业人才97位，全国居家办公370多位；运用AE、C4D、逐帧、代码等高技术手段制作前沿风格MG动画作品，服务1148个项目准时交付率高达92.9%，每月可以同步进行近 50 条MG动画生产线，服务的品牌项目既有众多耳熟能详的大品牌也有初创及小众品牌，属于名副其实的动画代理源头厂家。

Since its establishment in 2014, UGLY (In Shanghai andXiamen) 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 than1148 projectshas reached92.9%, and nearly50 MGMotion 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.

取名于英文单词UGLY（丑英译），公司Slogan“丑从未如此艺术”

，现业界的评价：MG动画=安戈力，安戈力=MG动画，已形成行业符号，提到国内MG动画基地，你会想起安戈力。

UGLYis 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

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