McDonald's series looks to the future

McDonald’s Denmark has launched a new series called Everything Changes which spotlights the fact that a job at the country's leading burger chain offers more than you might think.

Created by NORD DDB Copenhagen, the six-episode web series features Freja, played by Danish actress and influencer Anna Munch, and restaurant manager Jonathan, played by actor Oliver Michelsen. New recruit Freja tries to juggle a life which includes family, leisure interests and dreams for the future, while Jonathan, despite being only 22-years-old, already has a long career behind him and is an experienced member of staff. The meeting of the seemingly serious Jonathan and the more frivolous Freja sparks an unlikely friendship that has an impact on both of their lives.

Directed by Anna Sørrig, the series shows how everything can change when you are young and get your first job, and how education, teamwork and responsibility are all on the menu at McDonald's. The two characters are perfectly played and their progression through the story has the viewer rotting for the relationship, though things don't turn out exactly how you might have thought.

"With Everything Changes, we want to show that a job at McDonald's is more than 'just' burgers and fries," said Thomas Johansen, Head of Marketing, McDonald’s Denmark. "We have a strong focus on developing our employees and annually train more than 1,100 employees on internal and external training and courses. With the series, we try to do away with the prejudices that unfortunately prevail about working at McDonald's. For some, the job is a good start to working life, while for others it is the start of a long career, and we want to show that."

“We remember how crazy life was when we were that age,” said NORD DDB creatives Emma Søgaard and Chris Vejlø.  “You have dreams and aspirations, but also want to have fun. Your plans change and, suddenly, you end up with a totally different life than you thought you would, and that truth is what we wanted to portray”.