Brand: McDonald's CanadaAgency: Cossette
This is the story of a brief that could have easily been overlooked.
Especially given the 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.
This paper explains how Planning saw inclement weather on the horizon, and realised that this year we would need to do something radical to overcome the dreaded spectre of the 'McJob', a shadow hanging heavy over our potential...