McDonald’s FINLAND, VAIN (2022)

AGENCY: DDB Sydney + NORD DDB

ROLE: Social & COMMS stratEGY

No Big Mac ever made itself; The beating heart of McDonald’s has always been its crew. But there’s a perception amongst Gen Z that McDonald’s is an unworthy and uncool place to work. As such, recruitment has been hard over the last few years.

To help change perception amongst this fickle group, McDonald's Finland collaborated with Finnish fashion label VAIN for an exclusive clothing collection, almost entirely made from upcycled staff uniforms.