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Category
Brand Partnerships
Annual ID
OS24_DE136M
About the Work
McDrip, a fashion collaboration between McDonald’s Finland and fashion label VAIN, answered to the need to attract new employees and make Gen Z feel included by the McDonald’s brand. To get a piece of the McDrip fashion collection, you had to work at McDonald’s – the work and the main message “Want the drop, get the job!” succeeded in pulling in a record-number of applications from potential new employees. McDrip made wearing the McDonald’s work uniform cool again.
How do you combine boosting employer image, creating something meaningful & cool and making your brand culturally relevant for Gen Z? While also increasing brand affinity and engagement. In this case, we knew it was vital to break into popular culture and chose fashion as our arena. We collaborated with a local up-and-coming fashion designer who the target group – Generation Z – could relate to. Someone McDonald’s could support on his way up. We didn’t want to ride on the fame of an established talent, we knew we wanted more depth than just another fashion collaboration. The new fashion collection was upcycled from used McDonald’s workwear. And the fashion collection was only available to McDonald’s employees highlighted with the main message activation: Want the drop? Get the job! People applied in record-breaking numbers.
In Finland, McDonald’s is traditionally seen as a portal to the “big world” even when its marketing is local in nature and execution. McDrip really drove home this point and the local-global connection. Lifting an up and coming designer to the spotlight was a great way to show how McDonald’s can support local talent – also inspiring youth aspirations. Furthermore, this campaign which started as a local recruitment push, led to the designer Jimi Vain and his label VAIN being recognised internationally, giving him a boost of attention and acclaim during the Milan fashion week and having Drake post a pic of Lil Uzi Vert wearing VAIN’s McDrip designs. As a fitting tribute to the McDrip collection, in September 2023 it was included in the Fashion Institute of Technology's Food & Fashion exhibition. And in Finland, if you are recognised abroad it means exponential media attention locally too.
How do you combine boosting employer image, creating something meaningful & cool and making your brand culturally relevant for Gen Z? While also increasing brand affinity and engagement. In this case, we knew it was vital to break into popular culture and chose fashion as our arena. We collaborated with a local up-and-coming fashion designer who the target group – Generation Z – could relate to. Someone McDonald’s could support on his way up. We didn’t want to ride on the fame of an established talent, we knew we wanted more depth than just another fashion collaboration. The new fashion collection was upcycled from used McDonald’s workwear. And the fashion collection was only available to McDonald’s employees highlighted with the main message activation: Want the drop? Get the job! People applied in record-breaking numbers.
In Finland, McDonald’s is traditionally seen as a portal to the “big world” even when its marketing is local in nature and execution. McDrip really drove home this point and the local-global connection. Lifting an up and coming designer to the spotlight was a great way to show how McDonald’s can support local talent – also inspiring youth aspirations. Furthermore, this campaign which started as a local recruitment push, led to the designer Jimi Vain and his label VAIN being recognised internationally, giving him a boost of attention and acclaim during the Milan fashion week and having Drake post a pic of Lil Uzi Vert wearing VAIN’s McDrip designs. As a fitting tribute to the McDrip collection, in September 2023 it was included in the Fashion Institute of Technology's Food & Fashion exhibition. And in Finland, if you are recognised abroad it means exponential media attention locally too.
2024 Awards
Total Points: 3
Merit
Credits
Agency
NORD DDB / Helsinki
Art Director
Matti Räty
Content Creator
Petrina Puranen
Copywriter
Markus Malmberg
Creative Director
Jimi Vain
Kalle Wallin
Executive Producer
Roope Reinola
Global Chief Digital Officer
Steve Griffiths
Strategist
Jonathan Mander
Sophie Doyle
Product Art Director
Kai Heinonen
Business Director
Olli-Pekka Sipilä
Creative
Henrietta Tastula
Jimi Hyvärinen
Global Project Manager & Strategist
Lodewijk Bloemzaad
PR Strategist
Frida Rosenqvist
Project director
Hanna Rissanen
Senior PR Advicer
Joel Sköld
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