McDrip
Award: Wood Pencil
Wood Pencil / Digital & Social / Social / 2024
Award: Shortlist
Shortlist / Direct / Integrated
Gen Z no longer saw McDonald’s as a cool employer. Job applications were down in the age group that is the primary source of fast-food restaurant employees. It was time to make the McDonald’s uniform something Gen Z could wear with pride – to make it cool and relevant. To do that, McDonald’s Finland teamed up with a local, up and coming fashion designer Jimi VAIN who designed fashion from used McDonald's uniforms. The resulting McDrop collection was launched on TikTok, and spread from there organically. Everybody wanted a piece of it – but it was available only to McDonald’s Finland employees.