McDonald’s Poland’s summer campaign was built around one of the most spectacular lottery mechanics in the chain’s history: a chance to win french fries made of real gold, worth 500,000 PLN. But before this information reached the public, McDonald’s kept it under wraps. An anonymous van began driving through the streets of Warsaw with the laconic inscription “The most unique fries.”
McDonald’s Poland “Summer Promo” Video Campaign
Services
Tease First, Reveal Later
No explanations, no logo, no context. Anticipation built organically on social media before anyone revealed what was inside. This is the classic approach to teaser marketing, but executed with precision, because for this mechanism to work, the van really has to be on the road, not just exist as an idea on a slide.
We produced an extensive series of video content tailored to various distribution channels and communication formats. Some of the spots were shot with an aspirational feel, featuring a full-scale ad production: meticulous styling, controlled lighting, dynamic editing, and a narrative that built suspense and excitement around the prize.
Some of the content was created exclusively for TikTok and looked exactly as it should on that platform: fast-paced, light, with the energy of native content. You can’t copy a single piece of content across all platforms and expect it to work everywhere. Every medium has its own language and its own logic. Our team knows these languages and can use each of them simultaneously, within a single cohesive campaign, without losing the brand’s identity. The McDonald’s Poland Summer Promo campaign was just such a project: multi-channel, multi-format, and effective.
Client:
McDonald’s Polska
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