The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Social Media


Agency NORD DDB / Helsinki + Food Folk Suomi / McDonald's Finland / Helsinki + Vain Fashion Group / Helsinki

Client Food Folk Suomi / McDonald's Finland


Brand Partnerships

Annual ID


About the Work

Gen Z wants to buy into the brand rather than just buy the products, and it’s similar when they seek work: give them something meaningful and they may be interested. One way to do it, is combine an area they’re interested in with upcoming talent they can relate to, and do it all with real purpose. To make Gen Z want to work at McDonald’s, the brand has to do something that is desirable and meaningful for them. You have to make them want it. Redefine workwear for the next generation. Do it with an upcoming local designer, who happens to dig the McDonald’s. For this brand collabo we went against the stream: instead of riding on the wave of someone who’s already big, the McDonald’s brand was used to give a rising talent a boost. The McDrip clothing collection was created together with Jimi VAIN, a self-taught fashion designer making waves at the grassroots of the Finnish fashion scene. McDrip is an upcycled street fashion collection made almost entirely out of worn-out McDonald’s work uniforms. It’s designed exclusively for McDonald’s employees, so to be a part of this fashion phenomenon, you had to work at McDonald’s or put in an application and hope you got the job. “Want the drop? Get the job!” The Execution framework was Social first approach because that is how to reach our core target group. Our arena was global even if we are looking to recruit for McDonald’s Finland. Bought media, Talent, Clothes and production cost was only 57 000€. Great value for money! The McDrip campaign was recognized in every corner of the world and mentioned in media well over 800 times. It was featured in international media channels, such as CNN, Vogue, HypeBeast, Financial Times and Business Insider. Jimi VAIN also gathered traction on the McDonald’s wave, and was well received at the renown Pitti Uomo fashion event with McDonald’s repeatedly referenced by fashion and other media citing the VAIN collection. A campaign originating from a small Finnish market became a global phenomenon. With this campaign McD received 3318 new job applications, which is 63% more than the year before.

2023 Awards

Total Points: 3




NORD DDB / Helsinki

Design Firm

Vain Fashion Group / Helsinki

Client / Brand

Food Folk Suomi / McDonald's Finland / Helsinki

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