McDonald's Print Ice Box by TBWA\ Brussels

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Ice Box

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Industry Fast food
Media Print, Magazine & Newspaper
Market Belgium
Agency TBWA\ Brussels
Creative Director Jeroen Bostoen
Art Director David Maertens
Copywriter Thomas Driesen
Released April 2018

Credits & Description

Category: Food
Media: Outdoor
Brand: McDonald's
Agency: TBWA
Geo: Belgium
Advertising Agency: TBWA, Brussels, Brussels
Creative Director: Jeroen Bostoen
Art Director: David Maertens
Copywriter: Thomas Driesen
Photographer: Studio Wauters
Published: April 2018
McDonald’s has a clear strategy if it comes to recruiting new employees: “Hire on attitude, train on skills." It’s not about the experience on your resume, but all about the willingness to learn. In line with this philosophy TBWA Belgium created the McMistakes. A series of posters at Belgian McDonald’s restaurants that call upon students for job openings. At first sight they look like typical McDonald’s product posters until you look more closely. They are all mistakes. French fries accidentally landed in a McFlurry cup, a Big Mac got squeezed into a box of fries and soft ice ended up in the legendary Big Mac box. By mixing up the iconic McDonald’s products and packaging, the posters visualize mistakes that are almost unthinkable to be made. The tagline reads “Students wanted. No experience needed.” The posters are spread throughout all McDonald’s restaurants looking for student workers. Executive creative director Jeroen Bostoen: “You don’t always need the biggest brand campaigns. The McMistakes is a perfect example of how a simple recruitment poster can reinforce an iconic brand.”
Students wanted.
No experience needed.