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For Lunar New Year 2023, McDonald’s teamed up with award-winning digital creator Karen X Cheng to launch an interactive campaign that meets modern audiences where they are — in the metaverse.
Created by IW Group, the campaign marks Cheng’s first brand partnership that recognizes and celebrates her Chinese-American heritage, and includes an experiential AR filter, an immersive metaverse experience and a visualization of the future using AI technology.
In cultivating Lunar New Year values of togetherness, joy and optimism, the campaign provides a unique reimagination of classic holiday traditions such as red envelopes, the Chinese zodiac and family gatherings, and captures them through the lens of cultural innovation.
“Teaming up with McDonald’s to create a campaign that not only leans into my passions as a creator but also my cultural identity is a dream come true,” said Karen Cheng. “As a longtime Golden Arches fan, it’s an honor to be provided with a creative canvas that allows me to share my personal story as well as showcase my expression of the holiday to a wider audience.”
Learn more about the campaign here.
