To mark the 30th anniversary of Ronald McDonald House Charities Hong Kong (RMHC Hong Kong), McDonald’s Hong Kong unveiled a new music video as part of a campaign, developed together with agency BBDO Hong Kong, that celebrates three decades of compassion, support, and a “home away from home” for families in need.
The campaign centres around a heartfelt tribute remake of the iconic RMHC “Wingless Angel” music video, originally performed by legendary cultural icon, Andy Lau, in 2007, with lyrics also written by Lau. Nearly two decades on, the familiar visual language and emotional soundtrack return, reimagined for today’s audience through a powerful cross‑generational collaboration with modern-day icon, Keung To.
Launched alongside a TVC, the full music video brings Andy Lau back into the story he helped bring to life, while introducing Keung To as the contemporary voice carrying the legacy forward. Together, the ambassadors, collaborating for the first time, embody the idea that care transcends time and circumstance.
Anticipation has been building since audiences first caught a glimpse of the campaign on 7 April, with the release of a 15-second teaser featuring Keung To. Using instantly recognisable camera angles and visual callbacks from the original music video, as well as subtle “Easter eggs” and familiar props, sparked speculation across social media and invited viewers to rediscover the earlier release ahead of the full campaign launch.
“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. “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.”
Keung To is also the ambassador of McDonald’s Hong Kong’s “Big Mac Big Heart” initiative, originally launched 3 years ago, which will run alongside the campaign. 1 dollar from every Big Mac Meal sold will be donated to support RMHC Hong Kong, encouraging people across the city to show their support and helping to create large-scale impact.
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.”
The campaign is now live across television and social media, and runs until the end of the month, with the music video available to stream across most music and digital platforms.
