This is the story about McDonald’s, a Western brand, igniting a movement across China to cheer for its first F1 hero at the Shanghai Grand Prix. F1 is one of the world’s most-watched sport, defined by speed and energy. But in China, where the sport is still emerging, F1 often feels elite, distant, and out of reach for everyday fans. That changed with the return of the Shanghai Grand Prix after five years. For the first time in history, Zhou Guanyu, China’s first and only F1 driver, would race on home soil. The nation was buzzing with pride and eager to support Zhou, but fans didn’t find a simple way to do it. McDonald’s recognized this as the perfect moment to reignite love for the Angus burger - once a fan-favorite fuel that had been quiet on the communication front for two years and return it to the spotlight as the ultimate power boost. More importantly, McDonald’s wanted to create a way for fans across China to rally behind Zhou and take part in this historic moment. The opportunity wasn’t in becoming an official F1 sponsor, but in stepping in as a cultural connector. In doing so, we found a smart way to bring the fire back. We hijacked the phrase everyone shouts during race season: “Add Oil” (Jiā Yóu) and gave it a McDonald’s Angus twist: “Add Beef” (Jiā Niú), cleverly played on the dual meaning in Chinese. But it wasn’t just a pun. It became a way for fans to cheer Zhou on and bring Angus back as a symbol of fuel and power. McDonald’s brought the idea to life across China, seamlessly connecting offline and online experiences to immerse fans in Zhou’s world. Offline, 7,000 McDonald’s stores were transformed into “Zhou’s Add Beef Stations,” turning every visit into a memorable moment. Online, fans were invited to cheer Zhou on with the “Add Beef” message, evolving the campaign into a nationwide movement that united everyone around his journey. By reigniting consumer excitement around Angus through Zhou Guanyu’s journey, McDonald’s managed to dominate the national conversation without spending a cent on official F1 sponsorship. Instead, we took over the spotlight organically, capturing hearts across the country. The limited-time Angus, originally planned for 28 days, sold out in just one week—sparking 3.7M new trials, 133M impressions, and 2M engagements. Angus didn't just return to the spotlight as the hero product, but as part of a national movement, making everyone look and crave again.