McDonald's - The #SomethingGood in the new generation (feat. BRUJA)

Creative idea

Objective: Position McDonald's as the employer for the new generation while increasing the number of job applications. Insight: When you are young, you cannot get employed because you don’t have experience and cannot achieve experience because nobody hires you. Brand Role: McDonald's believes in the young people of Romania and sees the best in them. Idea: Build complicity with young people by showing them that McDonald's understands them beyond stereotypes. In a collaboration with rap artist Bruja, we showed that where others see too much screen time, McDonald's sees opportunities. Where others see never-ending-parties, McDonald's sees energy that beats experience.

Brand name: McDonald's
Advertiser / client: McDonald's Romania
Product / service: Food Restaurant
Campaign name: The #SomethingGood in the new generation (feat. BRUJA)
Agency network: DDB WORLDWIDE
Agency: DDB Romania
Creative director: Roxana Nita
Art director: Ana-Ramona Tanasa
Copywriter: Alexandru Iliescu
Designer: Adrian Simion
Account director (agency): Georgiana Rotaru
Managing director: Roxana Memetea
Film production: Multimedia Est
Director: Tom Wilson
Director of photography: Bogdan Filip
Additional company: DDB Romania * Senior Account Manager: Carmen Răduță * Strategy Director: Ioana Dobrinescu * Strategic Planner: Georgiana Nica McDonald’s Romania * Marketing Director: Irina Angelescu * Marketing Manager: Alexandra Todirică * Senior Marketing Coordinator: Ioana Bibiță * Digital Marketing Manager: Cosmina Ţapliuc * Communications Manager: Elena Goți Multi Media Est Production * Producer: Adrian Smeu * Editor: Ioan Grumazescu * Colorist: Andu Radu * Post production: Delia Dobrescu