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SUB CATEGORY :
USE OF MOBILE
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COMPANY ENTERING :
LEO BURNETT TAIWAN, TAIPEI
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TITLE :
DONATION WALLPAPER
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BRAND :
MCDONALD'S
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ADVERTISER :
MCDONALD'S PROSPECT HOSPITALITY
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AGENCY :
LEO BURNETT TAIWAN, TAIPEI
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CHIEF EXECUTIVE OFFICER :
KEVIN YANG
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MANAGING DIRECTOR :
LINUS JEN
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CHIEF CREATIVE OFFICER :
NATALIE LAM/KEVIN YANG
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EXECUTIVE CREATIVE DIRECTOR :
JIN YANG
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CREATIVE DIRECTOR :
PARRIS CHOU
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HEAD OF CREATIVE EXCELLENCE :
JASON WILLIAMS (PUBLICIS GROUPE APAC & MEA)
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HEAD OF CREATIVE TECHNOLOGY :
LAURENT THEVENET (PUBLICIS GROUPE APAC & MEA)
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ART DIRECTOR :
KENJI HO
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COPYWRITER :
JIN YANG/PARRIS CHOU/DAVID DW HUANG
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AGENCY PRODUCER :
EVANS KAO
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CLIENT SERVICE DIRECTOR :
RUBY SHEN
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ACCOUNT DIRECTOR :
BETTY YANG/NICOLE CH LIN/SHINY YANG
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ACCOUNT EXECUTIVE :
PENNY CP WANG
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STRATEGIC PLANNING DIRECTOR :
ROGER HONG
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STRATEGIC PLANNER :
LILY LH KUO
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MEDIA AGENCY :
STARCOM, TAIPEI
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PR AGENCY :
MSL TAIWAN, TAIPEI
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FILM PRODUCTION COMPANY :
MILK N HONEY FILMS, TAIPEI
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ENGLISH CONTEXT EXPLANATION :
TAIWAN IS THE ONLY COUNTRY IN THE WORLD WHERE RECEIPTS CAN BE USED AS LOTTERY TICKETS, WITH PRIZES RANGING FROM NT$200 TO THE GRAND PRIZE OF NT$10 MILLION.
MCDONALD'S TAIWAN RAISES FUNDS FOR RONALD MCDONALD HOUSE CHARITIES; WITH DONATION BOXES SET UP IN THE RESTAURANTS THAT ACCEPT LOOSE CHANGE AND/OR LOTTERY RECEIPTS. AMONG GEN Z IN TAIWAN, DIGITAL PAYMENT IS POPULAR AS THEY CAN STORE THE LOTTERY RECEIPTS ON THE CLOUD. HOWEVER, WHEN RECEIPTS ARE OUT OF SIGHT, THEY ARE ALSO OUT OF MIND. THEREFORE, MCDONALD'S PROVIDED UNIQUE DESIGN WALLPAPERS FOR THEM TO DOWNLOAD ON THEIR PHONE SCREEN. THIS IS THE WORLD’S FIRST CREATION OF PHONE WALLPAPER—“DONATION WALLPAPER”, SERVING AS A REMINDER TO DONATE RECEIPTS FOR CHARITY.
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