Hong Kong – To mark the 30th anniversary of Ronald McDonald House Charities Hong Kong, McDonald’s Hong Kong has unveiled a new campaign highlighting three decades of compassion, support, and a “home away from home” for families in need.
Developed with BBDO Hong Kong, the campaign centres on a remake of the RMHC “Wingless Angel” music video, originally performed by Andy Lau in 2007, with lyrics also written by Lau. Nearly two decades later, the video has been updated for contemporary audiences through a cross-generational collaboration with Keung To.
Maggie Cheung, Managing Director of BBDO Hong Kong, commented, “We’re proud to be part of this significant 30th anniversary milestone, and it’s wonderful ‘Big Mac Big Heart’ continues to demonstrate how small acts of kindness can make a meaningful difference to families in need.”
Released alongside a TV commercial, the music video revisits the original narrative while introducing Keung To as a new ambassador. The collaboration marks the first time the two artists have appeared together in the RMHC campaign.
A 15-second teaser featuring Keung To was released on 7 April ahead of the full launch. It incorporated visual references and scenes from the original video, prompting discussion on social media and drawing attention to the earlier release.
Keung To also serves as ambassador for McDonald’s Hong Kong’s “Big Mac Big Heart” initiative, launched three years ago. Under the programme, HK$1 from every Big Mac Meal sold is donated to support Ronald McDonald House Charities Hong Kong.
The campaign is now live across television and social media and will run until the end of the month, with the music video available on major digital and music platforms.
“For 30 years, McDonald’s Hong Kong has proudly supported Ronald McDonald House Hong Kong through ongoing fundraising, digital donations and volunteer efforts,” said Randy Lai, CEO of McDonald’s Hong Kong.
She continued, “This campaign goes beyond a song or a film – it is a tribute to the countless families who have found comfort, stability and hope through RMHC over the years. Reuniting Andy Lau with a song we first launched together nearly 20 years ago, and pairing him with Keung To, is especially meaningful and reflects how RMHC’s mission continues to resonate across generations.”
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