McDonald's - No Smiles Case Study
Traditionally, McDonald's in Japan has promised customers a smile at no extra cost. But faced with recruiting gen Z employees, who resist fakery, inauthenticity and the burden of emotional labour, the team at TBWA\Hakuhodo decided to turn things upside down with a music video that promised no smiles and tapped into the popular zeitgeist.
TBWA Worldwide (www.tbwa.com) is a top ten ranked global advertising network that holds Disruption® at its core to develop business-changing ideas for the brands it works with. TBWA has 11,100 employees across 323 offices in 97 countries and also includes brands such as Auditoire, BEING, Digital Arts Network (DAN), eg+ Worldwide, The Integer Group® , TBWA\Media Arts Lab and TBWA\WorldHealth.
