McDonald’s Mid-Autumn Festival campaign in China
McDonald’s used HY ShangWei ShouShu in its Chinese Mid Autumn Festival campaign. The Mid-Autumn Festival is an important traditional festival in China, and brands often need a warmer and more emotional visual language during this season. For McDonald’s, the campaign needed to connect a global fast food brand with local festival feelings, such as family reunion, sharing, and seasonal celebration.
HY ShangWei ShouShu was a suitable choice for this purpose. The typeface has a handwritten and calligraphic style, which gives the Chinese copy a more personal and human feeling. Compared with a standard sans serif, this brush style makes the message feel warmer and more connected to Chinese cultural expression. It helps the campaign avoid a cold commercial tone and creates a softer festival atmosphere.
