How McDonald’s Romania Became the Place to Be This Christmas
Christmas is the time to let childhood wonder take over, for kids and adults alike. This theme comes through in McDonald’s Romania’s latest holiday campaign, ‘The Secret Christmas Bringers’.
Created by DDB Romania, the campaign’s charming narrative captures the spirit of curiosity, generosity, and magic that defines the holiday season. Anchored by McDonald’s red socks – a playful yet ordinary item transformed into a symbol of imagination – the ad follows a young boy’s quest to uncover Santa’s identity.
Paired with the heartwarming story, McDonald’s introduced three festive burgers that embody the joy of the holidays: the Noël Chicken, Xmas Beef, and Jolly Cheese, which is also the chain’s first-ever vegetarian festive offering. The newly introduced products subtly weave into the narrative, reflecting McDonald’s role in bringing families together for simple, joyful moments. Not only this, but the skillfully created narrative repositions the fast food chain, from a family space, to a holiday family space.
To delve deeper into the creative process behind the magic of this campaign, LBB spoke with the team at DDB Romania: Roxana Niță, executive creative director; Andra Vlăsceanu, senior art director; and Alexandra Jitărel, senior copywriter. Together, they share insights into the film’s inspiration, the challenges of balancing nostalgia and playfulness, and the collaborative spirit that made this project possible. From casting the perfect child actor to designing the festive burgers and seamlessly blending them into the story, their reflections tell us how the campaign successfully connects with both children and adults.
LBB> What inspired the concept of 'The Secret Christmas Bringers', and how did you decide on the McDonald’s red socks as a key element?
Roxana> This is the third year we’ve been celebrating the ‘Christmas Bringers’ in our McDonald’s winter campaigns, focusing on the fact that the magic of Christmas isn’t tied to one person or moment – it’s found in the details and in the spirit of giving that lives in each of us. In this year’s campaign, we’ve been inspired by the endless curiosity of childhood, specifically the universal desire we all had as kids to uncover the mystery of Santa Claus.
We decided on the McDonald’s red socks as the main hook as they are a beloved branded merch in our community, so they work well as a symbol of everyday normality, but also as a tool to ignite imagination, reflecting how even ordinary items can hold special meaning during the holidays. The red socks became the key igniter element of the story, and they serve as a playful visual clue, guiding the little protagonist on their journey to discover who the person behind Santa really is.
LBB> How did you approach capturing the curiosity and imagination of children in the storytelling of the ad, while mixing it with the festive spirit?
Alexandra> We saw this campaign as our holiday playground, with playfulness as the mission. After all, Christmas is the time of year when we break free from the usual and tap into our inner child – more curious, adventurous, and full of joy.
The hunt for Santa? It’s the ultimate childhood adventure. It’s a memory we’ve all shared, and we couldn’t wait to bring it to life in a way that’s uniquely McDonald’s – fun, imaginative, and full of festive magic.
LBB> What were the main challenges in creating a campaign that blends nostalgia, playfulness, and the McDonald’s brand identity all at once?
Roxana> The main challenges included evoking genuine nostalgia without feeling clichéd, maintaining McDonald’s playful and family-friendly identity. We aimed to balance childhood wonder with something that adults could connect to as well. So although it’s the little kid’s story and point of view, we always see his family by his side, through his excitement and through his disappointment. The soundtrack also worked wonderfully in inducing a sort of nostalgic childhood feeling, without going over the top, by keeping an optimistic beat to it.
LBB> Can you share insights about the process of designing the festive burgers and integrating them into the story?
Alexandra> Designing the festive burgers was about blending playfulness with the McDonald’s tradition of bringing something new to the table every winter. Over the years, we’ve experimented with different recipes, even collaborating with chefs to elevate the festive menu.
This year, we’re taking a step forward by introducing a vegetarian festive option for the first time, inviting more people to join and celebrate the holidays with us.
LBB> How did you ensure the campaign resonates with both children and adults, particularly in evoking the magic of Christmas?
Andra> The campaign features a little boy searching for Santa while his family plays along and follows his lead. We believe that this can captivate both children and adults by tapping into universal emotions and shared holiday traditions.
For kids, it’s a relatable and enchanting story that mirrors their own dreams of meeting Santa while for adults, the campaign stirs nostalgia, reminding them of the wonder they experienced as children during the holiday season. Adults often find delight in seeing the world through a child’s eyes.
LBB> What was the casting process like and why were these particular actors chosen?
Alexandra> Casting was a key part of bringing this story to life. We wanted actors who could deliver an authentic vibe – people you’d believe and relate to instantly. The biggest challenge was finding the right kid for the role. He had to capture that pure curiosity and playfulness that’s central to the story, and honestly, he became the heart of the ad. The chemistry between the actors was just as important, creating a sense of warmth and connection that tied everything together perfectly.
LBB> How did you make sure the Christmas range products shone through the campaign, while not putting them front and centre?
Roxana> The festive burgers are McDonald’s own way of being a Christmas Bringer and surprising its customers each winter with new recipes that puts them in the holiday mood. We were careful about promoting the festive burgers without overshadowing the narrative of the story, blending them in organically. So the Christmas range of products was integrated into the campaign as part of the holiday experience, where young families regularly go out with their kids to McDonald’s to try out new products. This approach allowed the products to shine by enhancing their normal presence in the family’s life.
LBB> What is Romania's feeling when it comes to McDonald's around the holidays – we know the chain is a household name, but do people relate it with the festivities and what informed your data?
Roxana> In Romania, McDonald’s is a beloved brand, recognized for bringing joy and familiarity, but it hasn’t been strongly associated with the festive season in the past. That’s why we created this winter platform, The Christmas Bringers, which seeks to bridge this gap by positioning McDonald’s as part of holiday traditions, emphasizing its role in creating shared, magical moments.
Romanian families cherish togetherness and simple pleasures during Christmas. By aligning the brand with these values, the past their campaign aimed to make McDonald’s a meaningful part of holiday celebrations.
LBB> What was the thought process behind extending the campaign across OOH platforms as well?
Andra> The OOH format allowed us to amplify the campaign’s visibility ensuring that the spirit of the season – and the craving for McDonald’s – was impossible to miss.
Our goal was to showcase the burgers in a way that not only highlighted their irresistible appeal but also placed them in a cozy, Christmassy context that resonates with the season. The visuals balanced practicality – ensuring the burgers were the unmistakable heroes of the visual yet still adding holiday visual queues like a wintery bokeh background, Christmas tree branch or the retro, festive font.
LBB> Are there any memorable moments or creative breakthroughs during the campaign’s development that stand out to you?
Andra> I vividly remember the moment we first presented the idea internally – it instantly resonated with everyone. As we deep dived into discussions about the script and how the story should unfold, the excitement in the room was palpable. More and more colleagues jumped in, contributing their ideas and building on the concept, turning it into something truly collaborative. Just like Christmas, if I may.
LBB> Any final thoughts?
Alexandra> We had an absolute blast working on this campaign – it’s playful, it’s festive, and it’s so unmistakably McDonald’s. Our hope is that Santa’s McDonald’s socks become a little holiday icon, reminding everyone to tap into that childhood curiosity and keep the season full of fun and wonder.
