Client: McDonald's

Product: Brand

Media: Film / Social / Digital / PR / Design / Branded Content / Audio

Year: 2024

Role: Regional Chief Creative Officer

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McDonald's 'zero yen smile', which it has upheld since coming into the Japanese market, was a symbol of hospitality for customers, but it was a becoming a barrier for those considering part-time work. It went against the values of Gen Z, who wanted to live life on their own terms. Prank videos were being uploaded on Youtube and Tiktok ordering smiles and forcing people to smile. This reduced the appeal of working at McDonald's.

 

McDonald's delivered their message through music: it's okay not to force a smile and to work authentically. The song resonated with our audience and spread rapidly. Ano, an artist immensely popular among Gen-Zs, was cast for the collaboration. She is known for her authentic no-nonsense personality and as a "non-smiling idol." She also had a true story of being fired from a part-time job for not being 'smiley' enough. "Work with a smile" quickly became "Work in your style". Before creating the song, we worked with McDonald's to thoroughly review all its hiring criteria and manuals. They were updated to reflect the values of this new generation whilst still being true to McDonald's. 

 

The smile, a symbol of a customer-first brand, was transformed into a symbol of respect for the diverse dispositions of all workers. A disruption to match the new values of a new era.

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