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Mcdonalds: Do Donken
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McDonald's call on Swedish youth to do their burger service. In Sweden, a country that hasn't been in war for centuries, doing your military service is more associated with learning to be a grown up, rather than engaging in combat. The Swedish public military service, called "Lumpen", was scrapped in 2008 in favour of a professional military. Many claim its important role for youth in society has not been filled since. It was a place where young people from all walks of life came together, learned to work as a team, and made friends from all over the country. Doing Lumpen ("gore lumpen" in Swedish) also taught Swedish youth to take responsibility and develop leadership skills and self-discipline. Agency: DDB , Stockholm
As Sweden's biggest employer of youth today, McDonald's fill that role. A recent survey among McDonald’s employees in Sweden shows that they develop the exact same skills working at McDonald’s or "doing Donkey" (Donken is McDonald’s nickname in Sweden), even to a higher extent compared to Swedes that have done their military service. And many claim that another benefit from working at McDonald's was getting to know people with completely different backgrounds than themselves. Just like in "Lumpen".
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