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

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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TBWA\Belgium is and has been a top-3 ranked agency for the last decade, and operates with the strong belief that IDEAS CREATE GROWTH. To make this happen in real life for its local and international clients, TBWA Belgium has developed and is recognised for its world class brand building and strategic capabilities. TBWA\Belgium is the most integrated communications group in Belgium, bringing many different disciplines together under 1 roof, 1 P&L and 1 culture. All of this to answer the client’s challenges in a modern, collaborative and comprehensive way.

TBWA\Belgium is the Disruption® Company: the cultural engine for the 21st century business. Disruption® is at the core of TBWA’s strategic and creative development. It is a gateway to great work and unconventional behavior. Disruption is about dismantling the status quo to create opportunities and dramatic business results for our partners.

TBWA\Belgium was elected Agency of the Year twice in the last decade and digital Agency of the Year 5 times in the last 6 years. On creative awards, we see them as a great internal motivator and it helps us recruiting new talent. So yes, we’re always in the top 5 in our market. But more importantly, we clearly stand out as the most awarded Effie agency in Belgium. The Effie Awards honour the most significant achievement in marketing communications: ideas that work. And that’s what we’re all about!

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