McDonald's: Chess

DDB Romania launches a new value platform for McDonald's Romania dedicated to all those who want a deal that saves both their day and their budget. People have become accustomed to a certain standard of living and rising prices and inflation can turn any indulgence into an equation of unknowns. McDonald's is a brand well known for adapting quickly to consumer needs. So to help consumers keep up with their cravings, McDonald's has launched a platform dedicated to all those who want to keep up with their cravings, but who also take into account their budget. Maria, the main character of the commercial is the epitome of a hyper-rational person who considers all scenarios with her mathematical thinking. With a personality inspired by some of the female characters that have recently entered pop culture, Maria becomes the ideal protagonist to launch McDonald's new platform: Home Menu Mix, a platform that highlights people's need for a good value for money. McDonald's think there are some very important aspects that characterise Romanian consumers: optimism, cheerfulness, but also the need to feel they are making smart choices. And for McDonald's it is important to offer its customers options that allow them to make the best choice for themselves and their families every time.