McDONALD’S: ‘PEOPLE’

If you value your staff, treat them like A-listers

PROBLEM: People think McDonald's is a workplace for zeros.

SOLUTION: Treat the staff like heroes.

MEDIA: BROCHURE/PRINT

For an employer that claims to be all about people, McDonald’s weren't alway making the best of their assets in employer comms. So, working with designer Tom Loach, we created a brochure and series of ads that took their lead from fashion and editorial rather than the low benchmark of recruitment advertising. We also spent time with McDonald’s employees, finding out their surprising and often inspiring stories. These personal stories formed the basis of the brochure content, making it feel more like a magazine that a dry list of job roles and qualifications.

To help us emphasise the people rather the roles, we enlisted the help of fashion and editorial photographer Tom van Schelven, a dab hand at getting the best from his subjects and putting them at ease. Tom captured a series of fresh, relaxed images of everyone from the most junior employee right up to the CEO.