McDonald's Japan · Japan · 2023Film · Social
No Smiles.
McDonald's Japan reframed its famous smile around employees' freedom to be themselves, with a music collaboration featuring ano.
- Brand
- McDonald's Japan
- Agency
- TBWA\HAKUHODO
- Market
- Japan
- Region
- Global
- Year
- 2023
Campaign images
The challenge
McDonald's Japan faced a staffing shortage. Its expectation of a constant smile was becoming a barrier for younger applicants who wanted to work authentically.
The idea
The brand reviewed its hiring guidance and partnered with singer ano on a music-led recruitment campaign. The message gave prospective crew members permission to bring their own personality to work rather than perform a compulsory smile.
Case study source: Hakuhodo Source ↗
Awards
- Spikes Asia 2026Creative EffectivenessGrand Prix
- Clio Awards 2025Clio Music / Partnerships, Sponsorships & CollaborationsGrand Clio
- Clio Awards 2025Clio Awards / Audio / Specific Target AudienceBronze
- Clio Awards 2025Clio Awards / Social Media / Specific Target AudienceSilver
- Clio Awards 2025Clio Music / Use of Music in Film/Video Advertising / 61 Seconds to Five MinutesGold
- Cannes Lions 2025Creative Effectiveness – C10 MARKET DISRUPTIONSilver
- Cannes Lions 2024Social & Influencer – F03 SINGLE-MARKET CAMPAIGNGold
- Cannes Lions 2024Entertainment Lions for Music – D02 PARTNERSHIPS WITH MUSIC TALENTBronze
- Cannes Lions 2024Audio & Radio – C04 SOCIAL BEHAVIOUR & CULTURAL INSIGHTBronze
Credits
- Brand
- McDonald's Japan
- Production company
- ROBOT Communications
- Artist
- ano
