Focused on the Year of the Tiger and its courageous qualities, the "McDonald's Hall of Zodiacs: 2022 Lunar New Year with Humberto Leon" is an immersive, interactive experience set in the Metaverse. As a Chinese-Peruvian American, Leon's creative vision is primarily shaped by his cross-cultural identity and passion for serving and celebrating his diverse background.
"Lunar New Year is not only a time to celebrate with family and friends, but also gives us Asian Americans the perfect opportunity to share our cultural heritage with people throughout the various communities we call home," says Leon. "Partnering with McDonald's means a lot to me because it's a brand that has always been committed to embracing and celebrating the universality of all cultures, helping me see myself in the brand and in the world.
As a first in the U.S., McDonald's is sending fans to a new place for their Lunar New Year celebrations –until Feb. 15, fans can enter a lifelike exhibit on virtual reality social platforms,
and Spatial, to experience the McDonald's gallery hosting Leon's work. While there, fans can take in Leon's zodiacs and receive horoscope readings into their year ahead, based on birth year and zodiac animal. Feng shui expert and popular content creator Cliff Tan's interior design direction gives the feel-good space balanced energy. The exhibit can also be enjoyed via mobile and desktop; additional info and instructions on accessing it are at
. McDonald's worked with multicultural ad agency IW Group to bring the campaign to life.
"We're excited to reach our fans in a meaningful way that captures the essence of the Year of Tiger, showcasing bravery, strength and confidence through art while leveraging a digital experience that meets them in spaces they enjoy," says Elizabeth Campbell, senior director, cultural engagement, McDonald's. "Bringing on Humberto Leon, a trailblazer who uses the world around him to influence his work and others, is what makes this a next-level moment for McDonald's. We're honored to celebrate this Lunar New Year through his art expressions and hope our fans will enjoy this very cool and celebratory experience with us."
As part of the cross-media collaboration, McDonald's and Leon also produced a TV commercial that features the designer's reflections on beloved traditions for Lunar New Year while also speaking to his diverse identity. The commercial will air nationwide on Asian news channels in English, Chinese, Korean and Vietnamese.
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