Cannes Lions
LEO BURNETT SHANGHAI, Shanghai / MCDONALD'S / 2022
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This is 5th Chinese ink painting animation in the history (since 1960).
We leveraged the studio’s animation artistry to create a film that’s inspired by traditional Chinese ink paintings - a style that’s welcomed on both sides of the generational gap regardless of age or demographics.
For elders, it sparks memories and nostalgia, while also appealing to young people’s love of Chinoiserie. Beautifully executed to create a unique visual IP, the ink painting style unites two vastly different generations by ‘preserving the flavours of togetherness’.
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