MCDRIP
MY ROLE
I was a member of DDB’s global McDonald’s team, developing briefs to solve problems that Macca’s shares in every market
Strategic Development
Communications Planning
Culture & Social Guidance
THE PROBLEM
In nearly every country, McDonald’s has a recruitment problem. Back in the day, McDonald’s was seen as a reliable, safe and sometimes cool place to work - with guaranteed prospects beyond flipping burgers. That perception has changed over time, despite McDonald’s ongoing commitment to it’s staff through training programs and ongoing improvement. It has only accelerated as other jobs as - with more street cred - become more accessible, meaning that Gen Z in particular don’t consider McDonald’s when looking for work.
WHAT WE DID
McDonald’s Suomi partnered with up-and-coming Gen Z designer Vain to create McDrip - recycled and reimagined McDonald’s workwear that brought us to the cutting edge of fashion.
The line was launched in real life through a fashion show staged in a McDonald’s - and then launched online to wild acclaim and demand.
But the catch? You could only get the clothes if you worked for McDonald’s.
HOW IT PERFORMED
Rather than tackling a somewhat unsurmountable global problem, we chose to start with one market - Finland - but ended up still achieving that global impact.
We saw earned media value over 700 times the media spend
Reached 40 times the audience of the target market (Finland)
63 increase in job applications - all time record for McDonald’s Finland
Worn by Lil Uzi Vert n Stage with Drake - and shared on social by Drake on his social, driving another spike in awareness and applications
Job applications increased by 63% - all time high for McDonald’s Finland
AWARDS
Cannes Lions | Design | Communication Design | Silver
Cannes Lions | Social & Influencer Marketing | Partnerships | Bronze
Effies Finland | Grand Effie & Gold Effie
Grand One | Best Social Media Campaign
Grand One | Best Influencer Marketing
LIVE LINKS, IF YOU’RE INTO THAT