To bring in the Year of the Rabbit, McDonald’s wanted to cut through the clutter and do something truly innovative. So we decided to work with one of the most influential digital creators in the world, Karen X Cheng, and let her do her thing. Brace yourself, things are about to get nerdy.
First, we worked together to create a dynamic AR filter that transforms from a tiger to a rabbit as you change your point of view.
To help get the word out, we created an OLV that’s as innovative and tech-forward as Karen, herself.
We were one of the first brands to incorporate NeRF (neural radiance fields) technology, which utilizes AI to create a 3D scene and allows for otherwise impossible camera movements.
We also turned our AR filter into a giant 3D Billboard in Times Square and encouraged people to scan the QR code so they can get a closer look.
Oh yeah, and we created the McDonald’s Lunarverse, a metaverse for fans to virtually celebrate Lunar New Year and explore a world that blends traditional Asian influences with futuristic elements, including our AR filter artwork.
The campaign gained a lot of press and even won us some awards, including PR News’ Technology Campaign of the Year, ANA Multicultural Awards Grand Prize for the Asian segment, and an extra special “I don’t know what the hell any of this is” from my dad.
Check out mcdlunarnewyear.com for more on this campaign.