To celebrate the Year of the Tiger, McDonald's has partnered with Humberto Leon, the co-founder of Opening Ceremony, to create a unique capsule collection of zodiac animal designs. The campaign, McDonald's Hall of Zodiacs: 2022 Lunar New Year with Humberto Leon, is set in the metaverse and features an immersive experience that lets fans experience the designs through their mobile devices.

During the lunar new year, Asian Americans have the opportunity to share their cultural heritage with their local communities.

"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," Leon stated.

 

 

 

 

 

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A post shared by Humberto Leon (@humberto)

Through this partnership, Leon was able to connect with McDonald's, which has always been a part of celebrating the universalness of all cultures. He said, "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."

He also mentioned how proud he was to be collaborating with McDonald's in this campaign, saying: "Kicking off Lunar New Year with McDonald's in a way that underscores the creativity and innovation of the Asian American community, makes me proud to offer a true expression of my identity and the influences that have shaped it, to which I know many will relate."

The Hall of Zodiacs

 

 

 

 

 

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A post shared by Humberto Leon (@humberto)

For the first time in the U.S., McDonald's is opening an art gallery to celebrate the lunar new year. Through virtual reality platforms, fans can experience Leon's work.

Through the art gallery, fans can also receive horoscope readings based on their birth year and zodiac animal.
The exhibit can also be enjoyed through mobile and desktop platforms. McDonald's worked with multicultural ad agency IW Group to create the campaign. Visit McDHallOfZodiacs.com to visit the exhibit digitally.

McDonald's is excited to connect with its fans through this campaign, which highlights the essence of the Year of Tiger.

"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," said McDonald's Senior Director of Cultural Engagement Elizabeth Campbell.

Her statement continued, "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."