TBWA/Zurich lets employees have their say for McDonald's

This campaign focuses on the employees of McDonald's Switzerland, according to a statement from the agency. A representative selection of the more than 6,800 employees report in their own words on their career at McDonald's, their day-to-day work and explain what McDonald's means to them in general. One of the print subjects features Michael Pally, who became a restaurant manager at the age of 22 and leads a team of over 50 employees in this role. Like him, more than 60 percent of McDonald's restaurant managers started their careers as restaurant employees. The campaign also portrays the young student Gabriel Constantin, who partly finances his studies himself by working at McDonald's. Other key aspects of the campaign are the flexible working time model, which enables many mothers and fathers to balance family and career, and the strong representation of women at all levels. In the reportage-style web portraits, seven employees from all over Switzerland talk about their everyday working lives and in this way present the various job profiles in the restaurant.
The print campaign links to short reportage videos on the Company websitein which the employees themselves present the various job profiles.
Responsible at TBWA\Zurich: Sven Oeschger (Client Unit Director), Remo Christen (Account Director), Léonie Kelly (Account Manager), Urs Schrepfer (CD), Martin Friedlin (AD), Michael Kathe (Text), Dominique Magnusson (Graphics), Heiko Baumann (DTP), Toni Rubera (Image Editing), Raphael Brugger (Online), Agnes Meier (Print Production). Responsible at McDonald's: Thomas Truttmann (Marketing & Communications Director), Nicole Schöwel (Communications Manager), Sarah Melcher (Communications Consultant). Photography: Christian Grund. Film production: Christoph Rahm, Doppelrahm.