Singing Elton John’s classic Your Song, cantopop star Eason Chan was central to a Lunar New Year holiday brand campaign for McDonald’s Hong Kong.

Drawing on emotions encompassing laughter, tears, sadness and joy, the #LittleBigMoments campaign was created by DDB Group Hong Kong.

“As a brand, we understand that life is not just one big thing, but the accumulation of a million little things, a million little moments, and in the end, it is these little moments that make life big,” says McDonald’s Hong Kong CEO Randy Lai.

“It’s been a real privilege to work with Eason Chan, and with the blessing of Sir Elton John, to create a campaign that is a love song dedicated to our customers.”

Since launching eight days ago, the brand spot has garnered more than 2 million views across multiple digital channels, reaching around one-third of Hong Kong people,” says DDB Group Hong Kong head of strategy and innovation Andreas Krasser.