McDonald's People Campaign
McDonald's People Campaign
McDonald's People Campaign
A showcase of how telling genuine stories can soften a skeptical audience and turnaround a negative perception
A showcase of how telling genuine stories can soften a skeptical audience and turnaround a negative perception
A showcase of how telling genuine stories can soften a skeptical audience and turnaround a negative perception
( Services )
Creative Concept
Art Direction
User Experience Design (UX)
User Interface Design (UI)
Digital Strategy
Social Strategy
Motion Design
Client Presentations
Team Leadership
Creative Concept
Art Direction
User Experience Design (UX)
User Interface Design (UI)
Digital Strategy
Social Strategy
Motion Design
Client Presentations
Team Leadership
The objective was to Improve McD's reputation amongst 16-21 year olds and increase job applications, whilst delivering a campaign sensitive to the fact pretty much everything they launch comes under attack.
Research spelled out working at McDonalds was considered unglamorous, with little understanding of benefits and career progression. But there was a contrasting narrative voiced in interviews with employees — we heard endless stories of how McDonald’s enabled employees to achieve their goals both inside and outside of work.
The idea was to lead with authentic stories that showcased how McDonald’s empowers young people to do the things that are really important to them — that no matter who you are, and where you’re going McDonald’s can be a part of it.
The objective was to Improve McD's reputation amongst 16-21 year olds and increase job applications, whilst delivering a campaign sensitive to the fact pretty much everything they launch comes under attack.
Research spelled out working at McDonalds was considered unglamorous, with little understanding of benefits and career progression. But there was a contrasting narrative voiced in interviews with employees — we heard endless stories of how McDonald’s enabled employees to achieve their goals both inside and outside of work.
The idea was to lead with authentic stories that showcased how McDonald’s empowers young people to do the things that are really important to them — that no matter who you are, and where you’re going McDonald’s can be a part of it.
