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BURGER IN CHINESE PAINTING POSTER

LEO BURNETT SHANGHAI, Shanghai / MCDONALD'S CHINA / 2022

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Cultural / Context information for the jury

Chinese New Year is the period for family reunions - an important time for Chinese families that cannot be missed.

For some, it’s also a frustrating period. In China most younger generation aren't living with their parents for economic reasons. Vastly different lifestyles create different world-views, which leads to conflict.

Starting with the insight that this key reunion moment is filled with generation gaps, we worked with McDonald’s to develop a limited-edition range featuring preserved vegetables. It’s an ingredient that appeals to elders, to whom it tastes of memories and tradition, and younger generations who love interesting fusions: preserved vegetables + burgers.

As the products are inspired by uniquely Chinese flavors, we looked at uniquely Chinese artisans and paintings for inspiration when creating communication materials. And we found that Chinese art styles, infused with a modern twist, are universally loved in China regardless of age or demographics.

Translation. Provide a full English translation of any text.

The headline reads, "Good Luck in 2022".

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