McDonald’s McDrip

Reinventing the Golden Arches for Gen Z

Imagine a world where fast-food uniforms become the next big thing in street fashion. Where the emblematic golden arches aren't just a symbol of quick meals but of cutting-edge style. This isn't a far-fetched fantasy; it's the reality McDonald's Finland created with the McDrip collection, crafted by the visionary hands of local designer Jimi VAIN. This collaboration wasn't just about fashion—it was a cultural handshake, a crossover episode where nostalgia meets novelty, and workwear turns into a fashion statement.

In Finland, design isn't just an industry; it's a legacy—a national pride. McDonald's tapped into this sentiment by joining forces with VAIN, igniting a fresh perspective on Finnish design prowess, long after the giants of the mid-20th century laid the groundwork. This wasn't merely a fashion line; it was a cultural statement, a beacon for the new generation of Finnish design, and a nod to the country's creative pedigree.

Key Takeouts:

1. Cultural Fusion: The McDrip collection embodies a deep understanding of Finland's pride in design and craftsmanship, effectively bridging the gap between the traditional and the avant-garde, resonating with both the public's taste and national identity.

2. Strategic Collaboration: By collaborating with a local designer on the rise, McDonald's strategically positioned itself as a supporter of local talent, while also appealing to Gen Z's values of authenticity and innovation.

3. Brand Resonance: The initiative cleverly transforms McDonald's workwear, a symbol of employment, into a coveted fashion item, enhancing the employer brand image among the target demographic.

When a brand listens and responds to the cultural and aesthetic language of its audience it can redefine its presence and appeal in ways that transcend its traditional boundaries,

McDrip is more than a fashion statement; it's a strategic move that places McDonald's at the intersection of cultural relevance and employment branding. This campaign shows us that when a brand listens and responds to the cultural and aesthetic language of its audience, particularly the younger generation, it can redefine its presence and appeal in ways that transcend its traditional boundaries.

View fullsize

• Credits

  Creative Director: Kalle Wallin

  Business Director: Olli-Pekka Sipilä

  Art Director: Matti Räty

  Copywriter: Markus Malmberg

  Project Director: Hanna Rissanen

  Content Creative: Petrina Puranen

  Strategy Lead: Jonathan Mander

  Chief Executive Officer: Lauri Ferrer

  Production Art Director: Kai Heinonen

  Creative: Jimi Hyvärinen

  Creative: Henrietta Tastula

  Awards Coordinator: Ville Koivisto

  Chief Digital Officer: Steve Griffiths

  Global Project Manager & Strategist: Lodewijk Bloemzaad

  Senior Social Strategy Director: Sophie Doyle

  formerly DDB Sydney: Alex Watts

  PR Strategist: Frida Rosenqvist

  PR Senior Advisor: Joel SköldDescription text goes here