McDrip.
Turning a McDonald's uniform into a streetwear capsule that only crew could wear, and an all-time recruitment record for Macca's Finland.
In nearly every country, McDonald's has a recruitment problem. The brand was once seen as a reliable, sometimes-cool first job with real prospects beyond flipping burgers. That perception has shifted, fast. As jobs with more obvious cred became more accessible, Gen Z stopped considering McDonald's at all.
Rather than tackling a global recruitment problem with a global recruitment ad, we picked one market, Finland, and reframed the uniform itself. The McDonald's workwear isn't a uniform you put up with. It's a piece of clothing other people would actually want.
McDonald's Suomi partnered with up-and-coming Gen Z designer Vain to recycle and reimagine McDonald's workwear into a streetwear line: McDrip. Launched IRL via a fashion show staged inside a McDonald's, then released online to wild demand. The catch: the only way to get the clothes was to work for McDonald's.
We started in Finland and ended up with global impact. Earned media value over 700× the media spend; audience reach 40× the target market; an all-time-record 63% lift in job applications for McDonald's Finland. Lil Uzi Vert wore it on stage with Drake. Drake shared it. Both spikes drove fresh waves of awareness and applications.