No Smiles

This is a project that, with just one piece of music, changed McDonald's corporate culture, making it the most desirable place to work in Japan. With zero ad media budget(!), this is a rare instance where the power of music alone far exceeded the reach and resonance of traditional advertising. Our content ran through all music consumer touchpoints, including radio programmes, TV music programmes, YouTube and Spotify. On Tiktok, Gen-Z dancers uploaded dance videos, which went viral largely the vast community of users.