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.
Learn more about The One Show 2026
Category
Brand Partnerships
Annual ID
OS24_PR077M
About the Work
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. We collaborated with a local up-and-coming fashion designer who the target group – Generation Z – could relate to. 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.
The fashion was created out of used McDonald’s workwear collected from around Finland. Collaborating on the process, the designer had creative freedom while making use of the McDonald’s brand. It was a true, fruitful collaboration where the VAIN brand got to express their creativity and sense of style with McDonald’s actively present too. The launch was played to the strengths of different channels e.g. the launch fashion show was streamed live on TikTok while the guerrilla style poster campaign in Helsinki streets echoed VAIN’s visual style.McDrip went viral on social media, first through VAIN and McDonald’s own channels, and soon after organically through various social influencers. Everyone wanted a piece of McDrip, only available to McDonald’s employees.
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. In September 2023, the McDrip fashion collection was included in the Fashion Institute of Technology's Food & Fashion exhibition.
The fashion was created out of used McDonald’s workwear collected from around Finland. Collaborating on the process, the designer had creative freedom while making use of the McDonald’s brand. It was a true, fruitful collaboration where the VAIN brand got to express their creativity and sense of style with McDonald’s actively present too. The launch was played to the strengths of different channels e.g. the launch fashion show was streamed live on TikTok while the guerrilla style poster campaign in Helsinki streets echoed VAIN’s visual style.McDrip went viral on social media, first through VAIN and McDonald’s own channels, and soon after organically through various social influencers. Everyone wanted a piece of McDrip, only available to McDonald’s employees.
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. In September 2023, the McDrip fashion collection was included in the Fashion Institute of Technology's Food & Fashion exhibition.
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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