McDonaldland

In the summer of 2025, we partnered with McDonald’s to transform Shenzhen into a city-scale “McDonaldland” — an immersive themed campaign titled “I’m Going to McDonaldland!”.

Blending McDonald’s 35th anniversary with Shenzhen’s urban culture, the project connects Play, Stay, and Move into a lighthearted “micro-vacation” journey. Participants explore the city through check-in missions, collect stamps across multiple locations, and ultimately receive a “McDonaldland Resident ID,” completing an interactive travel experience.

From Shenzhen’s first McDonald’s at Guanghua Building to reimagined themed stores, from park food trucks to seaside installations, McDonaldland is embedded across diverse urban settings. Whether dining, exploring the streets, or relaxing by the coast, visitors can step into a playful, vacation-like world within their everyday lives.

By transforming brand IP into tangible, participatory experiences, the campaign brings McDonald’s beyond its stores and into the rhythm of the city, creating a fun and memorable urban experience for a new generation.