MCDONALD'S APPLICATION FRIES

TitleMCDONALD'S APPLICATION FRIES
BrandGOLDEN ARCHES DEVELOPMENT CORPORATION (MCDONALD'S)
Product / ServiceMCDONALD'S
CategoryB01. Publications & Brand Collateral
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Idea Creation TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES

Credits

Name Company Position
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
Cj de Silva-Ong, Ryan Caidic TBWA\SANTIAGO MANGADA PUNO Creative Directors
Cj de Silva-Ong, Mariel Empit TBWA\SANTIAGO MANGADA PUNO Art Directors
Ryan Caidic, Inez Jayme TBWA\SANTIAGO MANGADA PUNO Copywriters
Portia Catuira, Kara Filamor, Noelle Segundo, Miele Dungo TBWA\SANTIAGO MANGADA PUNO Accounts
Dennis Carlos TBWA\SANTIAGO MANGADA PUNO print producer
Romar Quiroz, Patrick Valiente TBWA\SANTIAGO MANGADA PUNO Final Art
Melvin M. Mangada TBWA\SANTIAGO MANGADA PUNO Executive Creative Director

The Campaign

We redesigned their existing application form, and made it as iconic and irresistible as McDonald's itself. The new design featured their world-famous French fries, with each fry containing information fields that the applicants can fill up.

Creative Execution

The Application Fries simplified the old application form layout by designing each fry to act as the fields to be filled up by the applicants with their credentials. The iconic McDonald’s colors red and yellow were used to strengthen the brand’s identity.

Indication of how successful the outcome was in the market

The Application Fries was well received by the public. 68% of applicants preferred the new design. 95% found the design more appealing and eye-catching than the old one. And 100% associated the form to the McDonald’s brand.

We targeted college students and fresh graduates aged 18-25 years old. The first thing McDonald’s looks for in an applicant is their love for the brand. What better place to find people who love the brand than in the stores themselves? The Application Fries were produced as tray liners in branches near universities making them accesible to potential applicants.