McDonald's Canada: Friends Wanted

McDonald's, a fast food brand, encouraged young people in Canada to apply for jobs with its campaign Friends Wanted.

Campaign Details

Brand: McDonald'sAgency: CossetteCountry: Canada

Why is This Work Relevant for Creative Strategy?

'Friends Wanted' is the output of a brief that could have easily been overlooked.

Especially considering the original kick off session included familiar favourites such as 'evolution, not revolution', 'light touch' and 'look at adapting assets'.

But the output of the 2019 McDonald's employee recruitment brief turned out to be anything but familiar. In fact, as a consequence of creative strategy; it resulted in an entire re-imagining of the hiring philosophy at McDonald's.

And crucially, it was made possible because of...

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