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Category
Physical Products & Apparel
Annual ID
OS24_PT058M
About the Work
Gen Z no longer saw McDonald’s as a cool employer. Job applications were down in the age group that is the primary source of fast-food restaurant employees. It was time to make the McDonald’s uniform something Gen Z could wear with pride – to make it cool and relevant. To do that, McDonald’s Finland teamed up with a local, up and coming fashion designer Jimi VAIN. He was chosen because of his cutting-edge style – for this to work people had to really want the fashion. In collaboration, the McDrip collection was born – upcycled fashion made out of used McDonald’s uniforms. The collection included 13 unique looks and 27 individual pieces and was not for sale – it was only available to McDonald’s Finland employees.
We knew that to really reach this crowd, it was vital to break into popular culture. Fashion was an area, where young Finnish designers have recently gathered plaudits and that would tie in with a natural symbol of working at McDonald’s: the work uniform. Local up and coming fashion designer Jimi VAIN was chosen as the collaborator – his style is cutting-edge and he is Gen Z himself. We didn’t want to ride on the fame of an established talent – the fashion collaboration needed to have more depth than that. The new collection designed by VAIN was upcycled from used McDonald’s workwear. It was a true, fruitful collaboration where the VAIN brand got to express their creativity and McDonald’s was actively present too. VAIN’s cutting-edge style proved we made the right decision.
McDrip was primarily designed to support McDonald’s Finland’s recruitment, brand image and improving brand presence in Finnish social media. It was clear from the start that we should find a Finnish designer who the target audience can relate to. For the Finnish audience McDrip breaking into global culture added excitement – for a small nation getting international attention on this scale with global stars such as Lil Uzi Vert and Drake involved is always newsworthy. As a fitting tribute to the McDrip collection, in September 2023 it was included in the Fashion Institute of Technology's Food & Fashion exhibition.
We knew that to really reach this crowd, it was vital to break into popular culture. Fashion was an area, where young Finnish designers have recently gathered plaudits and that would tie in with a natural symbol of working at McDonald’s: the work uniform. Local up and coming fashion designer Jimi VAIN was chosen as the collaborator – his style is cutting-edge and he is Gen Z himself. We didn’t want to ride on the fame of an established talent – the fashion collaboration needed to have more depth than that. The new collection designed by VAIN was upcycled from used McDonald’s workwear. It was a true, fruitful collaboration where the VAIN brand got to express their creativity and McDonald’s was actively present too. VAIN’s cutting-edge style proved we made the right decision.
McDrip was primarily designed to support McDonald’s Finland’s recruitment, brand image and improving brand presence in Finnish social media. It was clear from the start that we should find a Finnish designer who the target audience can relate to. For the Finnish audience McDrip breaking into global culture added excitement – for a small nation getting international attention on this scale with global stars such as Lil Uzi Vert and Drake involved is always newsworthy. As a fitting tribute to the McDrip collection, in September 2023 it 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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