Tasked with creating a Year End employee video for one of the largest restaurant chains in Canada, we needed to find a way to engage McDonalds’ employees and foster a spirit of inclusion, rather than creating a separation between employees and leadership.
Working in partnership with Whirl, we developed the idea of reaching out to restaurants across the country and have their employees talk about their achievements and accomplishments. We sent out packages complete with digital cameras and simple shooting instructions and were overwhelmed by the response. Over 300 submissions came back to us and people really had fun with the project, they got creative and were all smiles. We compiled the submissions in to a dynamic and energetic piece with a user-generated, Instagram style.