McDonald's - Looking for experiences, not experience

Creative idea

Gen Z-ers struggle to find their first job due to the 'experience paradox' – they can't get a job because they lack experience, yet they can't gain experience without a job. McDonald's decided to address this issue by shifting its recruitment strategy and inviting youngsters to apply for a job, where the only experience that matters is their life experience. Partnering with a Gen Z-favorite artist, Rares, we created a hit soundtrack that calls for people with life experiences, not job experience. The accompanying music video illustrates each life skill using a different character, with a dynamic pace and memorable choreography.

Brand name: McDonald's
Advertiser / client: McDonald's Romania
Product / service: Food Restaurant
Campaign name: Looking for experiences, not experience
Agency network: DDB WORLDWIDE
Agency: DDB Romania
Digital agency: Tribal Worldwide Romania
Production company: Multi Media Est Romania
Executive creative director: Roxana Nita
Art director: Teodor Minea
Copywriter: Alexandra Jitarel
Designer: Dragos Apostol
Account director (agency): Georgiana Rotaru
Strategic planner / strategist: Ioana Dobrinescu
Film production: Multi Media Est Romania
Director: Andrei Gheorghe
Additional company: DDB Romania: Strategy Planner: Georgiana Nica Account Manager: Carmen Raduta McDonald's Romania: Marketing Director: Irina Angelescu Senior Marketing Coordinator: Ioana Bibita Digital Marketing Manager: Cosmina Tapliuc