“bambi does whatever she wants with McDonald’s” campaign climaxed with Polish rapper bambi’s one-of-a-kind rooftop concert at McDonald’s. An event turned into a cultural phenomenon embraced by Gen Z.
– McDonald’s always wants to be close to its guests – that’s why it partners with artists resonating with different age groups. To strengthen ties with Gen Z, it teamed up with bambi – Discovery & Rapper of the Year, one of Poland’s most popular artists (3M Spotify listeners pre-collab, Vogue Poland cover). As Gen Z female rapper, she’s the voice of a young generation, with 9.6M TikTok likes and posts reaching millions of views.
– The campaign addressed the need to talk with Gen Z. The goal was to show the brand understands their values: authenticity, confidence, originality, gender equality.
– We wanted to create a unique event: first concert on McDonald’s roof, designed to dominate two key Gen Z spaces, real and digital. We aimed for the concert to be a social phenomenon, a response to the needs of Gen Z who wants to share experiences both offline and immediately online.
– Objectives: increase McDonald’s app users and engagement via limited products, contests and app-only activations
– bambi says whatever she wants, looks however she wants, entered male-dominated rap scene with no insecurities and in this style she approached her collaboration with McDonald’s in the campaign “bambi does whatever she wants with McDonald’s”. From creating her own meal and merch, TV & digital creations, to McDonald’s rooftop concert.
– Together with DDB Warszawa, Dentsu Polska (Isobar), OMD Poland, 24/7Communication we organized bambi’s concert on the roof of a McDonald’s near Warsaw as the campaign culmination.
– We built a multilevel stage with a catwalk, containers, constructions and even a bus! One stage at height imitated an advertising column. Screens and bambi motifs from the campaign’s visual world filled the set, with the rooftop stage as highlight, visible from afar.
– Fans won free tickets in a contest in the McDonald’s app. 1500 winners attended. Anyone could enjoy the immersive show thanks to AR streaming in-app – the concert could be seen over every McDonald’s in Poland!
