360° Creative Director.
McDonald's people
Media: press, in-store, digital, film, website
Role: AD
McDonald's push to combat
'McJob' perceptions
McDonald's is one of the UK's largest employers, yet outdated perceptions about the people who work there are still surprisingly common.
This campaign removed the uniform and put real employees centre stage, revealing the ambition, intelligence and personality behind the brand. The original Think Again film was created for the pitch and helped win the business.
The original version of this Think Again film was created for the pitch and won it. The campaign also won a Silver in the Marketing Society Awards for Excellence.
Guardian MPU
Times MPU
Tray insert
Website recruitment films
Elisha asks members of the public what type of person they think works
at McDonald's. As assumptions are made, the film gradually reveals her confidence, creativity and ambition before ending with the reveal that she's studying for a law degree while working for McDonald's.
The idea came from a social media post by a McDonald's employee. At a drinks party, a man asked a woman where she worked. She described a global business with extensive training, career progression and employee benefits. But as soon as she revealed it was McDonald's, the response was: "So you flip burgers?"
The film opens on an extreme close-up of her eye as she recounts the conversation. Slowly, the camera pulls back to reveal that she isn't simply a McDonald's employee, but a franchise owner. A reveal that perfectly exposes the gap between perception and reality.
