McDonald's launches anime series as part of 'Join the Crew' recruitment drive

McDonald's has launched a series of anime shorts to help it attract part-time staff in Japan.

The coming-of-age-style 'Join the Crew' (Crew ni Narō) campaign follows the adventures of a crew member called Sumire, with a different version being broadcast for each region in the country.

The colourful and expressive series follows the novice employee on her journey to becoming a loyal and respected team member, and was voiced by Japense girl group AKB48.

Designed to appeal to millenials, the eight ads were produced by anime house Studio Colorido, which has created ads for mobile game Puzzles and Dragons as well as miso soup brand Marukome.

Netflix announced earlier this year that it's set to pilot an original anime series, Perfect Bones, which will be broadcast simultaneously in 190 countries around the globe.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she has interviewed key figures from brands like Airbnb, Amnesty International, Facebook and Spotify. She has covered international events in Berlin and Amsterdam, as well as Advertising Week Europe.

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