female empowerment

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McDonald's

Fast food is a guy thing. Just like skating, streetball and esports. That used to be the case - and that's what McDonald's wanted to show everyone.

With a campaign that motivates women to leave dusty rules behind. For this, we used the real rules of a book from 1920: 'Das Benehmen der gebildeten Jugend' (The behaviour of educated youth). The book focuses on women and their behaviour in society. The book was a creative template to make everything different. 100 years after the publication of the book the women in our film write their own rules and thus turn the past upside down. Because times do not change - we change them.