Campaign details

Brand: McDonald's Sweden
Agency: Prime Weber Shandwick and Nord DDB

Our goal was to reinforce the image of McDonald's as a responsible employer +10% and brand preference +10%.

Swedes are worried about integration and cohesion. Authorities talk about a polarization on the job market - foreign born and less educated people are finding it increasingly difficult to find a job.

In Sweden, McDonald's is the biggest private youth employer. And the employees enjoys very good working conditions with pension, insurance and paid vacation. And more, working at McDonald's is a way to integrate immigrants into the Swedish society. The staff includes over 100 nationalities and around 60 languages.

So when Sweden re-introduced mandatory military service, we tapped into a national conversation about the benefits of people from all parts of society working together as a team.