Brand: McDonalds Japan
Agency: TBWA / HAKUHODO
2025
The Challenge
How to bridge the cultural gap while appealing to the most authentic demographic out there – the infamous Gen Z?
Japan, a nation widely known for its hospitality.
Asking Gen Z to constantly smile? Not even in Japan, my man.
McDonald’s long-standing policy that smiles cost zero yen felt like another blow to the most self-aware generation out there.
McDonald’s played their game and gave Gen Z Japanese music star to reconcile their differences through medium every young adult truly appreciates – music.
Work with your smile evolved into Work with your style.
Gen Z, our heroes! :)
