McDonald’s (麦当劳 – Màidāngláo) has just launched a new digital campaign in China.

The focus of this new campaign is the feeling of happiness, and it is aimed at urban Chinese white-collar workers. The campaign’s slogan is 快乐就是0负担 (Kuàilè jiùshì 0 fùdān), which roughly translates to ‘Happiness is 0 burdens‘.

McDonald's China - Happiness is 0 burden

For those confused by the awkward translation, the slogan is suggesting that true happiness is when you let go of the burdens of everyday life.

The TVC (which also headlines the digital elements) for the campaign is directed by and features the Chinese actress and director Jane Wu (Chinese name: 徐静蕾 – Xú Jìnglěi).

For those of you living outside mainland China, Jane Wu is an extremely popular Chinese celebrity – so much so that her Sina based blog was once the most clicked blog on the internet.

McDonald's China - Tudou Page

Within the advert Chinese people give their thoughts on happiness are, and the question of ‘what is happiness?’ forms the basis of McDonald’s new Tudou page. Go check it out.

Credit to: TBWA China

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