McDonald’s Malaysia CNY Brand Film - The Wish

Agency

Star Reacher Advertising Sdn Bhd

Client

Gerbang Alaf Restaurants Sdn. Bhd

Product/Service

F&B

Brief

Every year, the return of the Prosperity Burger marks Chinese New Year in Malaysia — a symbol of reunion and togetherness. But for many young Chinese Malaysians, especially those affectionately called “bananas,” this season of reunion brings quiet anxiety. Their broken Mandarin or lack of Chinese fluency makes them feel disconnected from their roots — and from their families. When it comes to the tradition of wishing, what once was filled with genuine emotion now have become performative and transactional.
McDonald’s saw an opportunity to bridge this gap. To remind Malaysians that Prosperity isn’t found in perfect words or flawless greetings — but in sincerity, effort, and love.

Solution

To rekindle the spirit of wishing with sincerity, McDonald’s created The Wish — a heartfelt short film inspired by the lives of Malaysian “bananas.”
The story follows Jane, a granddaughter often teased for her broken Mandarin, as she tries to express a New Year wish perfectly for her grandmother — only to realise that the most meaningful wishes come from the heart.
Told with warmth, humour, and tenderness, The Wish celebrates the beauty of imperfection, the courage to connect, and the love that transcends language. What began as a local story quickly resonated with Chinese audiences worldwide — from Malaysia to Australia, Germany to China — reminding millions that love doesn’t need translation.
Through this film, McDonald’s served up a powerful message that Prosperity isn’t found in perfect words, but in heartfelt ones.

Credit

Chief Creative Officer : Emir Shafri
Senior Client & Creative Partner : Barry Victor
Creative Director : Kim Wai Kuan
Associate Creative Director : Jeff Ho
Associate Creative Director : Jay Loh
Associate Creative Director : Farid Ajlan
Senior Copywriter : Audrey Tan
Senior Copywriter : Farah Farid
Senior CHI Copywriter : Pei Sien Lee
CHI Copywriter: Sylvia Ng
Art Director: Kah Yan Lim
Art Director : Vincent Choy
Art Director : Raymond Lau
Designer: Zi Hui Lee
Client Partner : Don Michael Acelar De Leon
Associate Account Director : Tan Huey Jen
Senior Account Manager : Vivien Hon
Account Manager : Atiqah Mysarah
Associate Strategic Planning Director : Jia Ying Chew
Strategic Planner: Kar Yee Tan

Client
Chief Marketing Officer : Chin Mei Lee
Senior Marketing Manager : Aaron Raj
Assistant Marketing Manager: Faiz Hamid

Production House: D Moving Pictures Sdn. Bhd.
Director: Dick Chua
Producer: Jocny Lai

Audio House: The Rec Room
Music Composers: Tatusro Miller
Sound Engineer: Lau Shir Li
Producer: Joshua Ng