The most entitled man to talk about Loyalty

Context:
2021, the 2nd pandemic year. The global pandemic messed-up our daily lives, tested mental resilience and restricted experiences, fueling a lot of feel-bad feelings along the way. Knowing this, McDonald’s, the brand whose luminous role is fostering feel-good, wanted to use its scale and its mobile app loyalty program launch in Romania - MyM Rewards - to inject a little ease and feel-good in people’s lives.
Insight:
Romanians lack trust and have low loyalty to institutions. Plus, Romanians don’t have contemporary loyalty role models. When it comes to loyalty, the Romanian collective positive benchmark goes back a lifetime ago, to medieval times. Back then, loyalty was invaluable and mutual, for the soldiers sacrificed their lives to protect our country and secure the territories and, more importantly, so did the reigning rulers. That's what our history books teach us.
Creative idea and execution:
Building on this perception we revived the long-standing symbol of loyalty - the reigning ruler –, we made it our contemporary loyalty symbol and offered twice the feel-good: 1st via the loyalty program, 2nd via the humorous campaign itself. With a funny twist and an ironic approach, as if he was talking to his soldiers, holding an overly passionate discourse, this ruler amuses, encourages people to download the McDonald’s app and gather “the fruits of loyalty”.