McDrip — McDonald's Finland

McDonald's has a recruitment problem that exists in nearly every market. Gen Z don't consider it when looking for work — not because the jobs are bad, but because the brand doesn't carry the cultural status that makes young people want to be publicly associated with it.

The insight: you can't fix a perception problem with a communications campaign. You fix it by making the association itself desirable. My role was identifying that strategic premise globally and briefing local teams to find the execution that could bring it to life.

In Finland, that became McDrip.