News
POLAND – CONCERT ON MCDONALD’S ROOF WINS OVER GEN Z HEARTS AND AWARDS
Polish agency endorfina events cohosted a one-of-a-kind event – on a national and global scale – a concert on the roof of a McDonald’s restaurant. The project is the winner of this
year’s MP Power Awards, one of the most prestigious competitions for the MICE industry in Poland, triumphing in the “Integrated campaign with the use of event marketing” category.
The need to speak Gen Z language
To strengthen ties with Gen Z, McDonald’s Poland partnered with bambi – a star of Polish rap scene (title of discovery and rapper of the year) and lately one of the most popular artists in the country (3 mln Spotify listeners ahead of her collaboration with McDonald’s). She is the voice of a younger generation, with 641k people following her on Instagram.
The campaign, highlighted by a rooftop concert, aimed to show that the brand speaks the language of Gen Z and understands values like authenticity, individuality and self-confidence. By letting bambi tell McDonald’s story on her own terms, the brand reinforced its relevance and closeness to young audiences.
The concept: bambi does what she wants with Mak
bambi says what she wants, raps what she wants and in this style she also approached her collaboration with McDonald’s (Polish abbreviation “Mak”) in the form of the campaign “bambi robi z Makiem co chce” (“bambi does what she wants with Mak”).
Endorfina events, together with DDB Warsaw, Dentsu Polska (Isobar), OMD Poland and 24/7Communication, helped her fulfill her bold plan by organizing a concert on the premises of a McDonald’s restaurant near Warsaw, with one of the stages set up on the roof of the restaurant.
The 360° campaign, which culminated in a unique event, also involved the creation of a limited- edition menu and exclusive merchandise.
Blending online and offline world
The concert connected two key spaces for Gen Z – digital and real – showing that McDonald’s understands their lifestyle.
Fans won limited tickets through the McDonald’s app, which also streamed the show nationwide. Anyone could join by visiting a restaurant and scanning the roof to watch the concert in AR. This provided an opportunity for those who could not be physically present to participate. Bambi’s concert was not only a music event, but also a social phenomenon – a response to Generation Z’s desire to share experiences both offline and immediately online.
Multi-element stage and the show full of surprises
The unique venue featured a catwalk, containers, constructions, and even a bus, with a stage design inspired by the campaign’s visuals. The centerpiece was a rooftop stage, where the artist performed her biggest hits several meters above the ground. During the concert she also moved on a mobile platform, later descending to a star-shaped platform closer to the audience.
The show featured special effects like smoke machines and eco confetti stars, echoing the themed menu. The evening’s highlight was the surprise return of the sold-out limited-edition bambi set, which all attendees received ahead of its official comeback to McDonald’s – adding to the event’s exclusivity.
Results: best integrated campaign
The first concert in Poland on the roof of McDonald’s sparked curiosity – nearly 40 000 people wanted to participate in and engaged in the contest to win tickets to the event.
Recently the project has won the “Integrated campaign with the use of event marketing” category and earned a nomination in the “Music event” category in the 13th MP Power Awards, one of the most prestigious event competitions in Poland.
Maciej Chomżyński, McDonald’s Senior Brand Manager, expressed his great satisfaction
with the outcome:
“Transferring the artist’s world into the brand’s universe and organizing a concert in a space that seemed unsuitable for such an event – a McDonald’s restaurant – was a real challenge but the result exceeded our wildest expectations. Being part of the concert and experiencing the energy and flood of positive emotions brought by bambi and her fans was incredibly rewarding, confirming that as a brand, we’re truly delivering on our promise to create feel-good moments.”
About endorfina events:
endorfina events, one of the key event agencies in Poland and the CEE region, has been making stories of the biggest brands for more than 15 years. The team has completed projects in more than a dozen
European countries. Tailor-made onsite and online projects have been created for numerous clients from diverse sectors, including: H&M, L’Oréal, Milka, GE HealthCare, Ekstraklasa, T-Mobile, Rossmann or Adidas. endorfina events was entitled several times Event Agency of the Year in Poland and won national and international awards, including Gold at BEA World 2024 in a Cultural Event category. The agency is a member of 27Names, an organization that brings together independent event agencies from all over
Europe in the one country – one agency convention.