Switch Sides

McDonald’s Switzerland grows every year, and has done so significantly more in the last 5 years. Their constant growth meant they needed a new and impactful approach when looking for applicants.

Every McDonald’s employee was first a McDonald’s customer. So, that became the center of this recruitment campaign, encouraging prospective employees to “switch sides.”

Focusing on current customers, TBWA\Zürich set out to leverage brand love of potential applicants by switching their perspectives of McDonald’s. 

Using a minimalistic approach, they showcased the brand’s iconic products the way employees see them–from behind, upside down, and to the side.