Watch the 6-episode YouTube series here
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.
Say “We’ve never done anything like this before.” Thomas Johansen, Marketing Manager at McDonald’s Denmark, said:
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 Through this series, we uncovered what is 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.” Thomas Johansen says.
“With the Everything Changes series, we want to show that working at McDonald’s is more than just burgers and fries. We are focused on developing our people and train more than 1,100 employees each year through internal and external training and courses. This series attempts to dispel the unfortunately pervasive stigma associated with working at McDonald’s. For some, this job is a good start into working life, and for others, it’s the start of a long career. we want to show that. ” Thomas Johansen says.
“I remember how crazy life was when we were that age,” says the creator Emma Søgaard and Chris Vejlø, NORD DDB CPH. “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 that 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 similar series or social media. We have cast actors that we know from the channel. We hope that our target group will enjoy it while understanding the growth they experience when they get their first job. Especially at McD, we work hard for our employees. “I’m paying for it.” Tim Flemich Andresen, Creative Director of 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, but it wasn’t.
sauce: NORD DDB Copenhagen
Anais Stevenson