McDonald’s celebrated 20 years in Romania with a Friends TBWA campaign

Ads, Creativity

McDonald’s Romania celebrated 20 years of presence on Romanian market, launching a warm and consumer-centric communication campaign. The campaign is signed by Friends\TBWA, McDonald’s brand agency in Romania, and is made together with the partner agencies Tribal Worldwide Romania and MSL Group The Practice.


The anniversary offered the brand the opportunity to launch an integrated campaign with activities that went over the simple ATL communication. Besides the TVC, directed by Radu Muntean, the company implemented within its restaurants a content-generation mechanism, code-named “smile hunting”. After gathering smiles during the entire month of May and after making a selection, the best of them ended in a surprise-campaign on billboards and back in McDonald’s restaurants.

The anniversary concept started from people, simple joy and its instinctive manifestation – smile. Each smile is unique and deserves to be seen, so the campaign is with and about the people from McDonald’s restaurant in the country and their smiles. That is why tens of people are smiling from panels all over the country, in the in-store materials and hundreds are on And the page is open to whoever wants to share a smile and a part of his joy

Ruxandra Matache,

Group Creative Friends \ TBWA.

The image campaign is doubled by a promotional action, visible in mass-media and restaurants, running under the slogan “Change smiles for prizes” and which aims to offer to the clients their favorite products by offering a series of prizes to them


  • McDonald’s: Mihaela Lungu – Manager Marketing, Ramona Ciocodei – Communication Manager
  • Friends \ TBWA: Dana Stefan, Simona Stefanescu, Ilinca Marcu – Client Service,  Laura Nedelschi, Ruxandra Matache, Vladi Paunescu, Elena Negrescu – Creative Department, Sergiu Bica, Rares Ciovica, Sorin Tranca – Strategy and Paul Buruc, Madalin Badescu, Dan Neagu, Roxana Roman – DTP & Production

Friends \TBWA  is a Romanian full service agency resulted following the merger between Friends Advertising and TBWA Bucharest, the local branch of TBWA. With a cumulative portfolio of hundreds of clients and campaigns for brands like adidas, Henkel, McDonald’s, Michelin, iCentre Romania, Silva (Heineken Romania), Saint-Gobain Rigips, Philip Morris International, Delikat, Dero, Sunsilk, Knorr, Bayer, Canon CEE, Fan Courier or European Drinks, Friends \ TBWA sums up efficiently strategic thinking, creativity, branding and communication competencies and expertise.