|Title||MCDONALD'S APPLICATION FRIES|
|Brand||GOLDEN ARCHES DEVELOPMENT CORPORATION (MCDONALD'S)|
|Product / Service||MCDONALD'S|
|Category||B01. Publications & Brand Collateral|
|Entrant||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|Idea Creation||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|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|
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.
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.
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.