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BBDO

We trust in Romania’s Youth

We trust in Romania’s Youth

Something Good in the New Generation (Rares si Bruja) Youngsters are often labeled with stereotypes, from being lazy and unwilling to work to practicing only doomscrolling. But McDonald’s sees the new generation differently: full of contrasts, yet passionate about what they do, empathetic, and always ready to help. That’s why, through the voice of Bruja, […]

AGENCY: BBDO România

Something Good in the New Generation (Rares si Bruja)

Youngsters are often labeled with stereotypes, from being lazy and unwilling to work to practicing only doomscrolling. But McDonald’s sees the new generation differently: full of contrasts, yet passionate about what they do, empathetic, and always ready to help. That’s why, through the voice of Bruja, a Romanian hip-hop artist, the brand shows its trust in young people and supports their career.

Experiences, not experience (Rares)

Case study

Experiences, not experience (Rares) TVC

Getting a job as a young person is a Catch-22: it’s hard to get hired without experience, and impossible to gain experience without a job. Together with McDonald’s Romania, we set out to change that, building on our platform “We believe in the youth of Romania”. Featuring Rareș Maris, a rising Romanian artist, we launched an Employer Branding campaign built around a song that speaks to Gen Z, celebrating life experiences instead of work experience.

Nothing great comes from the first try (Emilian)

For young people, a lack of workplace experience often comes with extra pressure, and with it, a fear of failure that can hold them back from even trying.
Building on the “We believe in the youth of Romania” platform, we launched the 2024 Employer Branding campaign with one clear purpose: to encourage young people to try, to fail, and to come back stronger in the pursuit of their dreams. The TVC features rising star Emilian, who is not only relatable to our audience but also a living proof of the grind behind success.