No Smile
不予微笑
在服务行业工作，要对顾客保持微笑，这似乎是一种社会共识，在处处展现微笑和热情而闻名的日本更是如此。日本麦当劳还将“免费微笑”写在菜单栏上，顾客甚至可以将“免费微笑”加入购物车，工作中保持微笑是员工的行事准则。
一直以来强调热情和微笑的麦当劳，去年邀请歌手Ano合作发布了一支《不予微笑》的歌舞片。通过歌曲，麦当劳打破了累积多年的品牌资产，重塑了价值观“对员工来说，微笑不应该是一种迫使，工作不微笑也可以，员工可以按照自己的性格真实地工作，不需要强颜欢笑。”
同时，麦当劳也彻查了品牌的所有招聘标准和手册，将“微笑”从标准中删除，招聘宣传语也从“用你的微笑工作”，改为“用你的风格工作”，为打工人创造了更友好的工作环境。麦当劳的举措，重新赢得了Z世代打工人的好感，受到Z时代的欢迎，而日本麦当劳也迎来了运营50年来，求职申请人数首度超过10万人的历史新高。
Casevideo
麦当劳此次合作的歌手Ano，深受Z世代的喜爱，她以“不苟言笑的偶像”而闻名，也曾经历过因为无法在兼职中保持微笑而被解雇。
项目信息
品牌/广告主
McDonald’s 麦当劳
营销机构
参与者
奖项荣誉
2025
Cannes Lions
Strategy | Creative Effectiveness | Market Disruption
Silver
2025
D&AD Awards
Sound Design & Use of Music | Artist & Brand Collaboration
Wood Pencil
2025
CLIO Awards
Audio | Specific Target Audience
Bronze
2025
CLIO Awards
Social Media | Specific Target Audience
Silver
2025
The One Show
Best of Music & Sound Craft
Best of Discipline
2025
The One Show
Branded Entertainment | Music Videos
Silver Pencil
2025
The One Show
Radio & Audio-First | Craft - Casting
Merit
2025
The One Show
Branded Entertainment | Music Videos
Silver Pencil
2025
The One Show
Music & Sound Craft | Artist / Brand Collaboration
Gold Pencil
2025
The One Show
Social Media | Influencer Marketing - Use of Celebrity
Merit
2025
ADC Awards
Branded Content / Entertainment - Online Video - Long Form / Advertising
Bronze Cube
2025
Spikes Asia
Music | Use of Original Composition
Shortlist
2025
Spikes Asia
Entertainment | Audio Content
Shortlist
2025
Spikes Asia
Creative Strategy | Collaboration
Bronze Spike
2025
Spikes Asia
Brand Experience & Activation | Social Behaviour & Cultural Insight
Bronze Spike
2025
Spikes Asia
Brand Experience & Activation | Sponsorship & Brand Partnerships
Shortlist
2025
Spikes Asia
Music | Influencer & Co-Creation
Gold Spike
2025
Spikes Asia
Entertainment | Partnerships with Talent
Grand Prix
2024
Cannes Lions
RADIO AND AUDIO | Culture & Context | Social Behaviour & Cultural Insight
Bronze
2024
Cannes Lions
SOCIAL AND INFLUENCER | Culture & Context | Single-Market Campaign
Gold
2024
Cannes Lions
ENTERTAINMENT LIONS FOR MUSIC | Partnerships | Partnerships with Music Talent
Bronze
2024
LIA
Music & Sound | Original Music with Lyrics
Silver
2024
LIA
Branded Entertainment | Music Videos
Gold
2024
LIA
Transformative Business Impact
Grand LIA
2024
LIA
Transformative Business Impact | Commercial Transformation: Brand Manifestation
Gold
2024
LIA
Use of Social Media & Influencers | Retail
Silver
2024
MAD STARS
Brand Experience & Activation Stars | Sectors | Foods
Bronze
2024
MAD STARS
Social & Influencer Stars | Sectors | Foods
Gold
2024
MAD STARS
Viral Video Stars | Sectors | Foods
Gold
2024
MAD STARS
Social & Influencer Stars | Social Insight & Engagement | Brand Storytelling
Gold
2024
MAD STARS
Diverse Insights Stars | Sectors | Foods
Silver
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