McDonald’s Denmark has launched a new youth series, “Everything Changes,” which focuses on the fact that a job at Denmark’s leading hamburger chain offers more than you can imagine.
The six-episode web series explores how everything changes at McDonald’s when you get your first job at a young age, and how education, teamwork, and responsibility are on the McDonald’s menu. Masu.
With 8,000 employees across more than 100 restaurants, McDonald’s is one of Denmark’s largest employers of young people, and with an average age of 19, McDonald’s is many young people’s first working experience.
In this series, viewers meet Freya, a new employee played by famous Danish actress and influencer Anna Munk, and her manager Jonathan, played by actor Oliver Mikkelsen. Freya is trying to juggle both her family life, her leisure hobbies and her dreams for the future, but her manager Jonathan has already given her a long career, even though he is only 22 years old. He is an experienced manager. Their encounter turns things upside down, and suddenly the future looks different than what they originally thought.
Watch the 6-episode YouTube series here.
“We have never done anything like this before,” said Thomas Johansen, head of Danish marketing at McDonald’s Denmark.
This campaign aims to reach a young target audience in a new way. “In close cooperation with Nord DDB, we have created a fictional YouTube series, the go-to place for young Danish people to watch authentic and fictional content. Interview with an employee , we uncovered what’s important to young people and what they encounter at McDonald’s.To resonate with viewers, we worked with talented scriptwriters to create a youthful atmosphere. , made it relevant and interesting,” said Thomas Johansen.
“With the series Everything Changes, we want to show that working at McDonald’s is more than just burgers and fries. Our focus is on employee development, and we train more than 1,100 employees each year through internal and external training and courses. This series attempts to dispel the stigmas that unfortunately pervade working at McDonald’s. For some people, this job is a good start to their working life, and for others they want to show that it is the beginning of a long career. That’s it,” Thomas Johansen said.
“We remember how crazy life was when we were that age,” say NORD DDB CPH creators Emma Søgaard and Chris Vejlø. “You have dreams and hopes, but you also want to have fun. Plans change and suddenly you end up living a completely different life than you expected. That truth is what we wanted to portray.”
Our distributor, Nord DDB, is pleased with the results.
“What was important to us was just relevancy. We spent a lot of time writing the script, and no parent knows, but anyone under the age of 20 would love to see a similar series. We cast actors who we know from our target audience and social channels.” Tim Flemich Andresen, Creative Director at NORD DDB, said:
The series is written by director Anna Solig and screenwriter Lasse Dein. The series’ title song was written and produced by Universal artists Salomon Stampe and Lasse Dein.
All six episodes are available on McDonald’s Denmark’s YouTube channel.
This campaign is the second in its series to focus on youth employers. In 2020, the brand offered employee mothers the chance to prove that working at McDonald’s is easy. It wasn’t like that.