McDonald’s Canada is in recruiting mode with “Find your Fryternity”
8/7/2024
Work
by
Cossette
McDonald’s Canada serves up a winning formula with “Find your Fryternity,” a recruitment campaign developed by Cossette. This initiative targets young adults and celebrates the importance of friendships at work.
Using short narrative videos, the campaign highlights the inspiring journeys of former employees and encourages young people to join the McDonald’s family.
What makes a job at McDonald’s unique is the friendships that are created and last over time. Who better than our former employees, with their compelling true stories, to show this unique aspect of our brand?
Suzanne Grondin, Quebec Marketing Director at McDonald’s Canada
With this campaign, we created a cultural experience, a far cry from typical employment ads. Authenticity is at the heart of the idea. We reached out to real people who have worked at McDonald's. In fact, we received a great response to our casting call, confirming the success of our concept based on real McDonald's experiences.
Marc-André Vigneault, Assistant Creative Director at Cossette
The campaign will run in Quebec from June 10 to December 31, 2024, with online video, content on McDonald’s Canada’s social channels, and signage in places where young people are found, such as the metro, gyms and malls.
Credits
Client: McDonald’s Canada
Senior marketing director, Brand strategy: Mélissa Hains
Marketing director: Suzanne Grondin
Regional marketing supervisor: Noémie Duchesne
Creative agency: Cossette
SVP and chief creative officer: Anne-Claude Chénier
VP, Creative lead: Alexandre Gadoua
Creative directors: Cédric Audet, Marc-André Vigneault
Creative: Christian Jomphe, Audrey Bardail
VP, Strategy: Chris Bergeron
Account services: Natalie Azoulay, Maria-Laura Laubenthal
Agency production: Vicki Gagnon
Strategy: Andréanne Lessard, Cleo Tellier, Olivier Fortin
Social analyst and community manager: Farah Chaou
Operations: Andrée-Anne Michaud
Media agency: OMD
VIDEO PRODUCTION
Production house: Septième
Directors: Eva Van den Bulcke, Aimé Irabahayé
Directors of photography: Thomas Fontaine, Dominique Montesano
Executive producer: Frédérick Quintal
Line producer: Marc Desjardins
Production coordinator: Anthony Gratton
Post-production: Maureen Langain
Production director: Nicolas Chabot
Assistant director: Slaven Djakovic
Camera assistant: Mathilde Lytwynuk
Production unit: Abraham Munoz Paz
Production assistants: Victor Cormier, Étienne Brisson
Machine operator: Alain Desmarchais
Gaffers: Stéphane Charron, Michel Comeau
Hair and makeup: Ana-Maria Cimpoia
Stylist: Neyra Pagé-Chaussé
Offline editing: Eloi Arsenault
Animation design: Louis Dunnigan Raymond
Colourization: Thomas d’Auteuil
Original music, SFX, mixing: Supersavant
PHOTOGRAPHY
Production house: Septième
Executive producer: Frédérick Quintal
Senior producer: Marc Desjardins
Production coordinator: Anthony Gratton
Casting director: Andrée Giraldeau
Photographer: Jean-François Sauvé
Photography assistant: William Daviau
Digital technology: Frédérique Robitaille
Set designer: Stevie Smylie
Hair and makeup: Alexandra Plourde-Gauthier
Hair and makeup assistant: Nève Chamberlain
Stylist: Farah Benosman
Assistant stylist: Patrice Blais
Production assistant: Naomé Tsironas Bigras
Editing: Delphine Legault, Jérémie Fournier
GRAPHIC DESIGN
Graphic design studio (Septième): Martin Lemay, Elisabeth Matte
Banner animation: Annie Turcotte
Linguistics (Septième): Andréanne Marchand Godbout, France Auger, Thidavanh Sukhaseum, Karen Martin, Chelsey Lam