McDonald's - Discover the New Mec VIBE

Creative idea

In 2023, McDonald’s Romania aimed to continue strengthening its connection with the younger generation by supporting the creativity of Romanian youth. To achieve this, for our second participation at Untold, Romania's largest electronic music festival, we launched a DJ competition for emerging artists. DJ DARK, a renowned local DJ, helped us select eight talented artists who remixed the iconic McDonald's jingle into 'The Mec VIBE.' Four of them, two females and two males, were chosen through a combination of DJ DARK's assessment and public voting to perform on the Tram Stage at Untold and bring The New Mec VIBE to the world.

Brand name: McDonald's
Advertiser / client: McDonald's Romania
Product / service: Food Restaurant
Campaign name: Discover the New Mec VIBE
Agency network: DDB WORLDWIDE
Agency: DDB Romania
Digital agency: Tribal Worldwide Romania
Production company: Diud Video Agency
Web address: https://www.mcdonalds.ro/mecvibes
Executive creative director: Roxana Nita
Art director: Ana-Ramona Tanasa, Teodor Minea
Copywriter: Alexandru Iliescu, Alexandra Jitarel
Designer: Dragos Apostol, Teodora Botezatu
Account director (agency): Georgiana Rotaru
Strategic planner / strategist: Ioana Dobrinescu
Director: Andrei Gheorghe
Additional company: DDB Romania: Account Manager: Carmen Raduta McDonald’s Romania: Marketing Director: Irina Angelescu Marketing Manager: Alexandra Todirica Marketing Manager: Lucia Rudaci Digital Marketing Manager: Cosmina Tapliuc Senior Marketing Coordinator: Ioana Bibita Tribal Worldwide România: Managing Partner & Creative Director: Simina Zidaru-Dima Art Director: Cezar Iliescu Copywriter: Irina Blanșek Social Media Director: Luana Roman Social Media Manager: Emilian Urucu