McDonald's people
Media: press, in-store, digital, film, website
Role: AD
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McDonald's push to combat
'McJob' perceptions
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McDonald’s is one of the UK’s most progressive employers. They offer 85,000 staff the opportunity to learn while they work and earn qualifications ranging from apprenticeships to foundation degrees.
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However, many people still hold negative (and outdated) perceptions of McDonald’s and the people who work there. This campaign stars McDonald’s employees out of uniform and out of their restaurants, thereby removing the physical barriers between people’s prejudices and the real people behind the uniform.
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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 film
Elisha, a McDonald's employee, asks members of the general public for their opinion on what type of person works at McDonald's. What better way to challenge preconceived ideas about McDonald's employees as being uneducated and unmotivated than by revealing university status, confidence and creativity.
