Care. It comes naturally here.

First thing one notices when entering McDonald’s is that people smile here. Some will say it’s corporate policy, but our pre-campaign research highligted that McDonald’s employees felt really appreaciated and cared for by the employer. Care definitely sounds a much more motivating selling argument than flexible working hours or competative salary, we thought. So we made this “pass-it-forward” themed story - somebody who is cared for is more likely to spread kindness naturally everywhere, anywhere.