Grand LIA
Transformative Business Impact
| Entrant: | TBWA\Hakuhodo Inc., Tokyo |
| Brand: | McDonald's Hiring |
| Title: | "No Smiles" |
| Corporate Name of Client: | McDonald's Japan |
| Client Company: | McDonald's Japan, Tokyo |
| Client President: | Thomas Ko |
| Global Chief Marketing Officer: | Morgan Flatley |
| Chief Marketing Officer: | Fusako Znaiden |
| Media Company: | Dentsu, Tokyo |
| Agency: | TBWA\Hakuhodo Inc., Tokyo |
| Chief Creative Officer: | Takahiro Hosoda |
| Creative Director: | Ryota Haraguchi |
| Senior Copywriter: | Shohei Oishi |
| Copywriter: | Yutaro Nagata |
| Senior Art Director: | Yosuke Sugioka |
| Art Director: | Aya Naito |
| Agency Producer: | Hirotaka Sato |
| Agency Editor: | Nobuo Mita |
| Agency COO: | Chris Iki |
| Agency Head of International Account: | Sayaka Ono |
| Agency Account Executive: | Chisato Mise |
| Agency Account Supervisor: | Yu Hashimoto |
| Agency Senior Account Director: | Takahiro Takeoka |
| Production Company: | ROBOT Communications Inc., Tokyo |
| Director: | Nao Watanabe |
| Executive Producer: | Tatsuro Hayashi |
| Producer: | Hikaru Miyata |
| Line Producer: | Akari Okada |
| Editor: | Ko Yamamoto |
| Sound Engineers: | Hideyuki Matsuhashi/Masayuki Yoshii |
| Music Production Company: | aiin, Tokyo |
| Music Producer: | Kazuna Hirose |
| Music Composer: | Hidefumi Kenmochi |
| Music Performed By: | Ano |
Description:
No Smiles - Genuine smiles filled the company, when you actually didn’t have to smile - McDonald's, which always placed great emphasis on 'smiles', delivered a message to through music: it's okay not to smile and work authentically. The music resonated with many users and spread rapidly.
CHANGE IN HIRING POLICY: Before creating the song, McDonald's, known as a smile-laden brand, thoroughly reviewed all its hiring criteria and manuals to create a more -friendly work environment.
COLLABORATION: When a Non-Smiling Idol Met McDonald's.
Ano, an artist immensely popular among Gen-Zs, was cast for the collaboration. She is known for a "non-smiling idol.", and actually had a true story of being fired from a part-time job for not being 'smiley' enough.