McD Employer (2023)

When you're young and you've got no work experience it can prove quite hard to get a job, and it's also rather tricky to get any kind of experience without an actual job for you to practice with.

So, in a world that seems to be fueled more and more by instant gratification and other sudden proofs of success, generating in the process a huge pressure, especially for the younger generation that is just starting up on the professional path, we thought that a change of angle and a focus on the unique potential of every individual could represent a much welcomed token of trust. Because "McD believes in Romania's youth".

Teaming up with emerging romanian artist Rares, a gen Z-er in his own right, we've created a 360 campaign, led by a commercial film and backed up by a pop music piece especially composed by the artist for the occasion.

(Creative Direction: Roxana Niță // Art Direction: Teodor Minea // Copywriting: Alexandra Jitărel // Graphic Design: Teodor Minea, Dragoș Apostol // Strategy: Georgiana Nica // Creative Idea: Teodor Minea, Alexandra Jitărel, Roxana Niță /// Director: Andrei Gheorghe // DOP: Zoran Simulov // Photography: Alex Gâlmeanu // Production: Multi Media Est /// Client: McDonald's Romania /// Agency: DDB Bucharest)