Campaign details
Brand: McDondald'sLead agency: VML SydneyRegion: APAC
Objectives
McDonald's hires a staggering 30,000 young people every year, making them the largest employer of youth in Australia. Over the past several years however, a shift in brand perception was making attracting young workers harder than ever with 75% of Australian's not seeing McDonald's as a cool place to work.
Coupled with hiring practices that don't fit the needs of a generation that grew up with instant gratification, McDonald's needed a new way to look at recruitment and get people excited about the prospects of a...