Challenge

Around 2,900 restaurants nationwide. Over 100 million visitors every month. Behind this mega-business was Generation Z, which accounted for about 60% of McDonald’s Japan’s total workforce. However, with Japan’s birthrate declining, the number of crew members was decreasing year by year and the company suffered from a chronic shortage of staff. The “zero-yen smile,” which the company had upheld since its inception as a symbol of hospitality for customers was becoming a barrier for those considering part-time work. It went against the values of Gen Z, who want to live life on their own terms.

Idea

McDonald’s, which had always prioritized smiles, delivered a message to Japanese Gen Zers through music: it’s okay not to force a smile and to work authentically. The music resonated with many users and spread rapidly. Before creating the song, McDonald’s thoroughly reviewed all its hiring criteria and manuals to create a work environment more accommodating for Gen Z. It changed its hiring policy from “Work with your smile” to “Work with your style.” ano, an artist immensely popular among Gen Z and known for her authentic lifestyle as a “non-smiling idol singer,” was cast for the collaboration. ano also had a true story about being fired from a part-time job for not smiling.

Impact & results

Views of the music video topped 36 million in three months, which equates to every Gen Zer in Japan seeing the video more than twice. Job applications, which were McDonald’s Japan’s biggest goal, hit a record high. McDonald’s also revamped its manual on the topic of smiling, which had been untouched for 50 years. The song became a symbol of the “Be Yourself” movement, and was followed by other companies across Japan.

・36 M views in the first 3 months

・Applicants rose to 115%

・100,000+ new hires

・Brand love among Gen Zers rose to 130%