Cute recruitment

Japan – Fast food brand McDonald’s has launched an animated campaign to recruit teenagers into its teams.

• Join the Crew follows a McDonald’s employee as she works her way up the company ladder
• Different versions of the ad were developed for each of Japan’s eight regions

The campaign, part of the brand’s The Future Me initiative, has all the hallmarks of a typical anime series. Plucky heroine Sumire blushes, gasps and yelps as she navigates the trials and tribulations of everyday life in a McDonald’s fast food outlet.

She is aided in her adventures by characters voiced by members of AKB48, the highest selling musical act in Japan in terms of singles sold, who were selected for their varying regional dialects.

The spirited animation aims to highlight the skills and experience that can be gained from a position at the global chain and was produced by Studio Colorido, known for its work on video games such as Puzzle & Dragons and short films such as Wondergarden.