CONTEXT:
McDonald’s 30-year anniversary came with a big challenge: to create a year-long campaign that truly made Romanians part of the celebration.
We started from a simple truth: Romanians don’t always show their appreciation easily. Yet there are countless reasons why they love McDonald’s: from celebrating a win, to unwinding after a long day, or sharing a laid-back moment with friends.
So, for our anniversary, we set out to reveal and celebrate all those reasons. For the first time, we showed what the it in I’m lovin’ it really means, turning it into the collective voice of our fans.
The campaign begun with five of Romania’s biggest music artists reimagining our iconic jingle, each remixing I’m lovin’ it into something personal. Then, top visual artists brought their own interpretations to life. Our fans joined in too. The declarations poured in, online and offline, showing just how deep and personal Romania’s bond with McDonald’s truly is.
Beyond a simple celebration, the campaign proved a more important thing: that after 30 years in Romania, even a global brand becomes a bit Romanian.
