In Taiwan, there’s an unspoken rule: always be polite. Even when someone reaches over and takes your fries without asking, you smile instead of saying no. McDonald’s Taiwan saw this everyday social tension and decided to turn it into entertainment. KUNG FRIES began with a simple truth — McDonald’s fries are irresistible. Around the world, people “borrow” a few without permission. But in Taiwan, refusing can feel awkward. So instead of encouraging confrontation, we reimagined protection as something playful. Drawing from the cultural DNA of Kung Fu — traditionally rooted in discipline and defense — the campaign transformed fry protection into a cinematic martial arts spectacle. What starts as a sweet coming-of-age school romance suddenly shifts into a full-scale kung fu epic the moment someone reaches for a fry. At the heart of the campaign was a movie-quality hero film, choreographed by Golden Horse Award–winning action choreographer Scott Hung and directed by Leo Wang. Five signature “Kung Fries” defensive moves were created — dramatic on screen, yet simple enough to perform in real life. The story didn’t stop with one film. Teasers ran in cinemas, styled like an upcoming movie release. Social platforms carried tutorial videos breaking down each move. Bus shelters and McDonald’s restaurants were transformed into “Kung Fries Dojos,” with QR codes on tray liners connecting consumers directly to the films so they could watch, learn, and practice. KUNG FRIES turned an everyday awkward moment into a shared cultural joke — empowering people to protect what they love with confidence and humor. Kung Fries — Learn the moves. Defend your fries.