McDonald's and TBWA Belgium get recruitment right with the McMistakes

Thursday, May 17, 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 accidently 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 visualise 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.”

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