McDonald’s Enlists “Icon of Inclusiveness” for New 360 Campaign

WARSAW, POLAND, OCT 28, 2022 | In a first collaboration of its kind, McDonald’s Poland is rewarding restaurant patrons with unique AR entertainment experiences made possible only through the MyMcDonald’s digital app platform. McDonald’s has tapped Ralph Kaminski, one of Poland’s most interesting and distinguishable artists, fresh off his concert promo tour, for the inclusive and wide-ranging campaign which seeks to empower all minorities and promote openness.

The campaign, developed by DDB Warsaw, is placed in the creative platform “MyMcDonald’s: You are number one here,” which highlights the main emotional benefit of the app and loyalty program – the feeling of appreciation.

To demonstrate that McDonald’s rewards the loyalty of its customers, every app user will have the opportunity to exchange loyalty points for exclusive perks and artist performances played on a McDonald’s tray using AR technology.

In an unexpected extension of the artist’s concert tour, loyalty program members will have the chance to win tickets for Ralph’s Concert Tour where Kaminski will headline performances in small cities throughout Poland, powered by MyMcDonald’s.

The campaign kicked off on October 17, and features a series of executions across multiple platforms including TVC, VOD, in app, digital, social media, POP, packaging, artist’s channels, and PR.

Credits:

Campaign Title: Ball at McDonald’s

Client: McDonald’s

Agency: DDB Warsaw

Strategy Director: Małgorzata Majcher

Senior Strategic Planner: Klementyna Jarmusz

Executive Creative Director: Zuzanna Duchniewska

Creative Group Head: Jakub Przeszłowski

Senior Copywriter: Marcin Rychlik

Head of Design: Marcin Szmidt

Account Manager: Dominika Łaganowska

Business Director: Magdalena Lenartowicz

Creative Project Manager: Maria Cięciwa

Creative Project Manager: Karolina Przeklasa

Broadcast Producer: Agnieszka Kośmicka

Director: Monika Kmita

Senior Copywriter: Wojciech Pleskacz

Art. Director: Katarzyna Warykiewicz

Head of technology: Michał Głowala

Creative Project Manager: Karolina Przeklasa