McDonald's Film Do Donken by DDB Stockholm

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Do Donken

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Industry Fast food
Media Film
Market Sweden
Agency DDB Stockholm
Art Director Joel Ekstrand
Copywriter Petter Dixelius
Production Bacon
Director Tomas Jonsgården
Released June 2017

Credits & Description

Media: TV
Category: Food
Client: McDonalds Sweden
Agency: DDB Stockholm
Production: Bacon
Country: Sweden
Director: Tomas Jonsgården
Art Director: joel ekstrand
Copywriter: Petter Dixelius
Agency Producer: Johan Svensson
DDB Stockholm:
• Erik Arnell, planner
• Johan ljungman, business director
• Petter Dixelius, copywriter
• Joel Ekstrand, art director
• Hogir Aslan, digital producer
• Beata Mollberg Fagring, account manager
• Jeanette Ytterman, account director
• Mattias Nordenhamn, digital designer
• Daniel Johansson, web master
• Johan Lindqvist, developer
• Pärmartin Jonsson, design
• Daniel Liljas, design
• Stella Breiman, art buyer
• Robin Löthberg, social media manager
• Johan Svensson, agency producer

Tomas Jonsgården, director
Magnus Åkerstedt, producer
• Mattias Oljelund, key account manager
• Maria Ramsay, account director
• Sara Davidson, account manager
• Adam Nelvin, planner and author of the report
• Chris Drake, Client Executive
• Emanuel Falsén, Client Manager
• Jonny Fält, Client Manager
• Gabrielle Elmrin, Client Coordinator
McDonald's call on Swedish youth to do their burger service. In Sweden, a country that hasn't been in war for centuries, doing your military service is more associated with learning to be a grown up, rather than engaging in combat. The Swedish public military service, called "Lumpen", was scrapped in 2008 in favour of a professional military. Many claim its important role for youth in society has not been filled since. It was a place where young people from all walks of life came together, learned to work as a team, and made friends from all over the country. Doing Lumpen ("gore lumpen" in Swedish) also taught Swedish youth to take responsibility and develop leadership skills and self-discipline. Agency: DDB , Stockholm
As Sweden's biggest employer of youth today, McDonald's fill that role. A recent survey among McDonald’s employees in Sweden shows that they develop the exact same skills working at McDonald’s or "doing Donkey" (Donken is McDonald’s nickname in Sweden), even to a higher extent compared to Swedes that have done their military service. And many claim that another benefit from working at McDonald's was getting to know people with completely different backgrounds than themselves. Just like in "Lumpen".