戛纳狮 - 移动类 - 银奖 我们创建了快照——即在10秒内改变麦当劳招聘的即时招聘程序。我们把Snapchat变成了麦当劳最大的招聘渠道，让青少年可以在不需要简历的情况下申请，只是个性。通过使用Snapchat的镜头，人们可以把自己变成麦当劳的一名员工，并告诉我们为什么他们会在10秒内成为完美的候选人。为了支持这一镜头，我们在Snapchat、麦当劳餐厅和主要的大学、学校和公共交通场所创建了广告，这些地点将会立即引起人们的拍照。 SNAPLICATIONS MCDONALD'S AUSTRALIA | VML | 2017Mobile - F03 Co-Creation & User Generated Content Execution We created a Snapchat lens that put young people into a McDonald’s uniform – complete with hat and name badge, giving them a chance to see themselves as a potential crew member. All they had to do was tell us why they wanted to apply. The initiative was supported with a national Snapchat buy, giving the entire country access to an exclusive crew lens. Supporting snap ads, digital out of home and restaurant collateral also allowed them to instantly trigger a Snaplication by simply scanning the Snapcode with the Snapchat app.Recruitment messaging showcased a variety of reasons why young people should join the crew – from flexible work hours, a fun work environment, to progression and training opportunities, before encouraging them to join the crew in a Snap. Campaign Description We created Snaplications – the instant job application that changed the face of McDonald’s recruitment in under 10 seconds.We turned Snapchat into McDonald’s biggest recruitment channel, allowing teenagers to apply with a snap – no cv’s, just personality.Using a Snapchat lens, people could transform themselves into one of the McDonald’s crew, and told us why they’d be the perfect candidate in under 10 seconds.To support the lens we created ads across Snapchat, McDonald’s restaurants and major universities, schools and public transport locations that would trigger a snaplication instantly. Strategy McDonald’s is typically an entry way into the workforce, meaning applicants generally have no prior work experience. The concept of a traditional resume is irrelevant for most young people given all they have to sell the