A teaser-led social campaign that captured real local reactions to build hype for the long-awaited return of Chicken McNuggets in Brunei.
Project overview
For two years the Chicken McNuggets were unavailable in Brunei for over 2.5 years, due to pandemic-related import issues. In 2022, it made their highly anticipated return. McDonald’s Brunei wanted to tease the comeback with an Instagram video designed to build curiosity and excitement without revealing the product.
Director: Liyana Hanif
Director of Photography / Editor: Azeez Danial
Crew: Yazzie Putra, Shakir Andy
Challenges
The campaign involved inviting locals to take part in the teaser, capturing their genuine reactions to the announcement. This meant the success of the content depended heavily on unscripted, real-time responses, requiring flexibility during filming and careful curation to ensure the final video delivered strong, engaging moments suitable for release.
Results
The teaser quickly gained traction and went viral within 24 hours, reaching almost 40,000 views along with strong reach, interactions, and community engagement. The ambiguous reveal encouraged speculation and conversation in the comments, successfully building momentum ahead of the official product announcement through follow-up GIF releases.
A teaser-led social campaign that captured real local reactions to build hype for the long-awaited return of Chicken McNuggets in Brunei.
Project overview
For two years the Chicken McNuggets were unavailable in Brunei for over 2.5 years, due to pandemic-related import issues. In 2022, it made their highly anticipated return. McDonald’s Brunei wanted to tease the comeback with an Instagram video designed to build curiosity and excitement without revealing the product.
Director: Liyana Hanif
Director of Photography / Editor: Azeez Danial
Crew: Yazzie Putra, Shakir Andy
Challenges
The campaign involved inviting locals to take part in the teaser, capturing their genuine reactions to the announcement. This meant the success of the content depended heavily on unscripted, real-time responses, requiring flexibility during filming and careful curation to ensure the final video delivered strong, engaging moments suitable for release.
Results
The teaser quickly gained traction and went viral within 24 hours, reaching almost 40,000 views along with strong reach, interactions, and community engagement. The ambiguous reveal encouraged speculation and conversation in the comments, successfully building momentum ahead of the official product announcement through follow-up GIF releases.