| Title | THE MCMUSICVIDEO |
| Brand | MCDONALD'S TAIWAN |
| Product / Service | PART-TIME JOB RECRUITMENT |
| Category | A05. Use of Original Composition |
| Entrant | LEO BURNETT TAIWAN Taipei, CHINESE TAIPEI |
| Idea Creation | LEO BURNETT TAIWAN Taipei, CHINESE TAIPEI |
| Production | BLUE MOON FILMS Taipei, CHINESE TAIPEI |
| Production 2 | MINDBIZ POST Taipei, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| Murphy Chou | Leo Burnett Taiwan | Chief Creative Officer |
| Benjamin Tzang | Leo Burnett Taiwan | Creative Director |
| Eki Tsai | Leo Burnett Taiwan | Art Director |
| Murphy Chou | Leo Burnett Taiwan | Copywriter |
| Benjamin Tzang | Leo Burnett Taiwan | Copywriter |
| Abin Chen | Leo Burnett Taiwan | Copywriter |
| Leslie Chang | Leo Burnett Taiwan | Chief Strategy Officer |
| Ruby Shen | Leo Burnett Taiwan | Business Director |
| Meredith Yuan | Leo Burnett Taiwan | Account Director |
| Ting Tseng | Leo Burnett Taiwan | Account Executive |
| Jeff Chang | Blue Moon Films | Director |
| Lien Hsiang-Yi | Blue Moon Films | Executive Producer |
| Chiu Wei-Chi | Blue Moon Films | Producer |
| Wang Tsan-Chin | Blue Moon Films | Director of Photographer |
| Yi-Wen Liu | Mind Biz Post-Production | Post-Producer |
| Chang Chien Pai-Mei | Mind Biz Post-Production | Editor |
| Shen Chu-Ting | Mind Biz Post-Production | Composer |
We used the tasks of a part-time job at McDonald’s to create The McMusicVideo for recruitment.
We collaborated with famous music artist Ayrs Chien to create a unique music video for McDonald's. We uploaded the music video to various social media platforms such as Facebook and YouTube, in addition, we also released the song on KKBOX, the largest online music platform in Greater China.
This music video immediately stimulated discussion among young people. In less than one week, the video was viewed more than 4 million times, shared more than 8,000 times, and quickly rose up the KKBOX charts. McDonald’s received almost 15,000 resumes from all over Taiwan, and hired 1,852 new employees, fulfilling its part-time crew staffing requirements within a month.
It's a music video which is done for McDonald's Part-Time job recruitment.
According to McDonald's data, most of its part-time workers are university students, thus our target audience to recruit is between the ages of 18 -22. Research shows that our target audience spends a significant amount of their time on social media platform and their biggest interests is music, thus we decided to reach them with an interesting music video, inspiring the viewers to apply at the nearest McDonld's.