To gain insights into the campaign direction, we interviewed the current crew at McDonald's to understand what made them happy in their workplace. Our approach was to depict their happiness factor, very directly, in the campaign.

We created a campaign slogan “@McDonald's I can…” as the over-arching theme for all the collaterals. We conceptualised and coordinated a photo shoot with our photography partner to capture the essence of working at McDonald's

In addition, we created identities and marketing collaterals for various human resources initiatives.

We designed and executed a system - deployed on their intranet to archive McDonald's policies and make it easily accessible across all their stores and offices.