McDonald's

Recruitment Marketing

From restocrew to filmcrew: that’s also McDo.

What we did

Media strategy
Creative concept
Production
Design

Challenge

What’s it really like to work at McDo?

Everyone has an opinion. Most of them wrong. In 2023, there was a serious gap between perception and reality: 31% of Belgians believed McDonald’s respected its employees. 87% of employees said they experienced that respect every day. So, how do you close that gap? By letting them show it themselves.

Black "McMovie Toolkit" boxes with yellow text, next to a smartphone displaying a burger image, and open brochures on a green background.

It doesn’t get more spontaneous than this

Our art directors delivered a McMovie Kit to six restaurants. A smartphone. A short briefing. That’s it. We helped kick things off by filming the first videos together and suggesting themes like being yourself, growth opportunities and fair pay. Then the crew took over for a week. More than 80 videos landed directly on our server. We coached remotely where needed.

Organic feel. Clear message.

We edited the footage into ads that don’t immediately look like ads on TikTok and Instagram. Exactly. Only at the end does the employer branding message appear. Until then, the videos feel native. As if they were posted by employees themselves. Unpolished on purpose. Stickers, effects and all.

More cases
All cases
Woman in a blue hoodie with text on the back, standing against a dark background, looking over her shoulder.

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Telenet group

Hooray for hoodies

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A person in tactical gear stands near a metal structure. The text "SOLLICITEER NIET" is overlaid in bold white letters.

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Federale Politie Antwerp - Port Security Corps

From 0 to 400 in no-time

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Ready to
ditch the
default?

Sameness is everywhere. But you want to do things differently. No copy-paste campaigns. No off-the-shelf formulas. You want your employer brand or change journey to stand out, driven by bold ideas and built to get real results. You're in the right place.

Our vision Contactez-nous