In a groundbreaking move, McDonald’s Denmark has launched the captivating youth series, “Everything Changes,” shedding light on the multifaceted opportunities a job at the leading burger chain holds for young individuals.
In this 6-episode web series, McDonald’s paints a vivid picture of the transformative impact when young individuals embark on their first job journey. It highlights how education, teamwork, and responsibility become integral aspects of their lives within the McDonald’s workspace.
With a staggering workforce of 8,000 employees across more than 100 restaurants, McDonald’s stands as one of Denmark’s largest employers of youth. With an average employee age of 19, McDonald’s often serves as the initial foray into the working world for many young individuals.
The series introduces viewers to Freja, portrayed by the renowned Danish actress and influencer Anna Munch, who navigates the challenges of balancing family life, leisure interests, and future aspirations. Opposite her is Jonathan, the manager played by actor Oliver Michelsen, a 22-year-old with an extensive managerial career. The encounter between Freja and Jonathan leads to a paradigm shift, altering their perspectives on the future.
Thomas Johansen, Head of Marketing Denmark at McDonald’s, expressed the unique nature of this campaign, stating, “We’ve never done anything like this before.” The objective is to engage a younger demographic in a fresh manner. Collaborating closely with Nord DDB, a fictional YouTube series was created to resonate with young Danes, providing authentic fictional content. Insights from interviews with McDonald’s employees were woven into the narrative to make it relatable and entertaining for the audience.
“With the series ‘Everything Changes,’ we want to show that a job at McDonald’s is more than ‘just’ burgers and fries,” Johansen emphasized. The campaign aims to dispel stereotypes surrounding working at McDonald’s and underscores the brand’s commitment to employee development. McDonald’s annually provides training for over 1,100 employees through internal and external programs.
Creatives Emma Søgaard and Chris Vejlø from NORD DDB CPH shared their perspective, emphasizing the relatability of the series to the target audience. “You have dreams and aspirations, but also want to have fun. Your plans change, and suddenly, you end up with a totally different life than you thought you would, and that truth is what we wanted to portray.”
The series, written by director Anna Sørrig and scriptwriter Lasse Dein, features a title track produced by Universal artists Salomon Stampe and Lasse Dein. All six episodes are available on McDonald’s Denmark’s YouTube channel.
In conclusion, the professional campaign titled ‘Everything Changes’ breaks new ground in portraying the dynamic and transformative aspects of working at McDonald’s. Through authentic storytelling, McDonald’s Denmark aims to inspire and connect with the younger generation, showcasing that at McDonald’s, everything changes for the better.
