THE MCMUSICVIDEO

TitleTHE MCMUSICVIDEO
BrandMCDONALD'S TAIWAN
Product / ServicePART-TIME JOB RECRUITMENT
CategoryA05. Use of Original Composition
EntrantLEO 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

Credits

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

The Campaign

We used the tasks of a part-time job at McDonald’s to create The McMusicVideo for recruitment.

Creative Execution

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.