Over the past 40 years, Chicken McNuggets have earned its place in pop culture: Usain Bolt famously ate 100 McNuggets each day of the Beijing Olympics, Travis Scott’s McNuggets pillow was all the rage, and when Rick and Morty revived an old McNuggets dipping sauce, it literally broke the internet.

On McNuggets’ 40th anniversary, a new exhibition curated by multi-hyphenate creative director Kevin Poon, and a campaign developed by DDB Group Hong Kong, celebrate its iconic status by creating a shared pop culture experience.

The first-of-its-kind pop art exhibition dedicated entirely to McNuggets will open at the Arts Pavilion in West Kowloon Cultural District on 29 July. The immersive and interactive journey fuses art, technology, and culture via unique interpretations by multinational creatives VANDYTHEPINK, Jon Burgerman, UFO907, Gyuhan Lee, and FrankNitty3000.

Starring in the campaign, VANDYTHEPINK’s Team McNuggets include a pop art reinvention of Coach McNugget, the iconic character from the brand’s marketing in the 1980’s, his Assistant Coach McNugget, as well as four team members affectionately named after typical McNugget shapes, Ball, Bell, Boot, and Bone.

Visitors will be able to purchase a series of Team McNuggets merchandise as well as create their own McNugget shapes. All proceeds from the exhibition will be donated to Ronald McDonald House Charities Hong Kong.

The campaign also takes McNuggets to the metaverse via a debut partnership with The Sandbox. McNuggets Land entices players to conquer a series of gamified challenges in exchange for prizes, including a year of free McNuggets.

The campaign is supported by a series of online videos following the McNuggets characters in a fun museum takeover story, starring Poon as the security guard.