McDonald's Denmark has launched a new series for young people, titled “Everything Changes”, which highlights the fact that a job at the country's leading burger chain offers more than one might imagine.
The beginning of everything
In the 6-episode web series, o McDonald’s portrays how everything changes when you're young and gets your first job, and how education, teamwork and responsibility are on the menu at McDonald's.
With 8,000 employees across more than 100 restaurants, McDonald's is one of Denmark's largest youth employers and, with an average age of 19, McDonald's is the first encounter with working life for many young people.
In the series, viewers meet the newly hired Freja, played by famous Danish actress and influencer Anna Munch, and businessman Jonathan, played by actor Oliver Michelsen. Freja tries to balance family life, leisure interests and dreams for the future, while manager Jonathan, despite being only 22 years old, already has a long career and is an experienced manager. The meeting between the two turns things upside down and suddenly the future looks different than they initially thought.
A New Journey
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 the first taste of working life for many young people.
Featured Characters
In the series, viewers meet newly hired Freja, played by famous Danish actress and influencer Anna Munch, and manager Jonathan, played by actor Oliver Michelsen. Freja tries to balance family life, leisure interests and dreams for the future, while manager Jonathan, despite being just 22 years old, already has a long career and is an experienced manager. The meeting between the two turns everything upside down, and suddenly the future looks different than they originally thought.
The Campaign and Its Objectives
“The 'Everything Changes' series is our first foray into this format,” says Thomas Johansen, head of marketing at McDonald's Denmark. The campaign aims to capture a younger target audience in a new way.
“In close collaboration with Nord DDB, we created a fictional series on YouTube, which is the ideal place for young Danes to watch authentic and fictional content. Through interviews with our employees, we discovered what's important to young people and what they find at McDonald's. To make it resonate with the audience, we work with talented screenwriters so that the atmosphere is young, relevant and fun”, says Thomas Johansen.
Demystifying Prejudices
“With the 'Everything Changes' series, we want to show that a job at McDonald's is more than 'just' burgers and fries. We have a strong focus on the development of our employees and train more than 1,100 employees annually in internal and external training and courses. With the series, we try to eliminate the prejudices that unfortunately prevail about working at McDonald's. For some, a job is a good start to their professional life, while for others it is the beginning of a long career, and we want to show that”, says Thomas Johansen.
The Creative Touch
“We remember how crazy life was when we were that age,” say creatives Emma Søgaard and Chris Vejlø of NORD DDB CPH. “You have dreams and aspirations, but you also want to have fun. Your plans change and suddenly you end up with a life completely different from what you imagined, and that truth is what we wanted to portray.”
The Result and Credits
The series was written by director Anna Sørrig and screenwriter Lasse Dein. The series' soundtrack was written and produced by Universal artists Salomon Stampe and Lasse Dein. All six episodes can be viewed on the McDonald's Denmark YouTube channel.
Campaign credits: Advertising Agency: NORD DDB CPH
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