McDonald's is an understanding gateway to working life. It's a place where young people can gain experience and learn the hard way. While the job doesn't require any previous experience, it's more rewarding in a challenging environment and surrounded by a good working community.

Experiences without experience. In a mountain bike you can do it. When there is no experience, experiences are likely to arise - through mistakes and error. Mäkkäri prides itself on this inclusiveness: we are a forgiving employer that does not demand perfection.

Over time, innocent mishaps take on a golden touch - they become golden memories. This was also our chance to influence parents, for whom the mishaps of youth are now just memories to amuse. By evoking memories, the campaign shows the Mäkkär as a great place to work for their children.