McDonald's advertises their all day value meals targeted at college students with this short video. The video's dimension is square which suggests that it may be an Instagram ad adapted for Facebook. This new video style, which itself is a pretty new trend in social media setting (texts on top and bottom of a video), would resonate with younger audiences.

Casting YouTube stars help too. McDonald's really know how to appeal to their target base in a millennial fashion yet still retaining their CI & commercial feel.

Campaign: Digital Campaign
Content: Video
Media: Facebook
Brand: McDonald's Malaysia
Source: https://www.facebook.com/My.McDonalds/videos/10158285105465023/

Watch video here:

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