McDonald's China - We Love To See You Play

For Children’s Day 2025 McDonald’s China partnered with Eva Cremers to bring their whole world to life and encourage consumers to tap into their “inner child” at McDonald’s.

But the challenge: how does an artist bring their own voice to a brand with a such an established world already?

It all started with a nugget of course. And obviously some Eva magic

The Brief

Aimed at Gen Z and Gen Alpha families, and consumers who embrace their inner child, the ‘We Love To See You Play’ campaign includes an exclusive holiday-themed menu, limited-edition packaging, special merchandise, pop-up themed restaurants, and a TVC from Leo Burnett.

Bringing her own signature style to a globally recognisable brand, Eva set about crafting memorable characters and designs that would not only create an immersive and whimsical experience for the kids, but a nostalgic journey for the parents and families, calling back to their days of Happy Meal toys.

Expanding on the theme park concept, Eva crafted a key visual for the campaign filled to the brim with her signature joy and wonder, featuring the nugget characters on bumper cars, ferris wheels and rollercoasters.

“One of the challenges was how to take such a rich world and put my own take on it. I didn’t want to simply do Eva versions of the characters I wanted to extend the whole McDonald’s universe! So I created a whole theme park where nuggets and characters were all having fun together, bringing in key McDonald’s elements as easter eggs throughout. I wanted the world to represent the fun and innocence you have as a child”

- Eva Cremers

The Approach

Working with a brand the other side of the world on a project of this scale brings many challenges, so we worked closely with our production partners K&W who were often on the ground in China to navigate the project. One major challenge was the final deliverables were constantly evolving and growing throughout the whole project, so we had to work in a way that was flexible and as adaptable as possible.

"Between us we worked around the clock to ensure the production process ran smoothly and nothing was lost in translation."

- Ross Frame, Head of Integrated Production at Jelly