In 2024, we participated in a pitch for McDonald’s UAE’s National Day campaign. While brands on this occasion, usually celebrate and applaud the nation for its accomplishments, we believed that the nation’s true accomplishments consist of its people. More specifically, their stories only the UAE could help write. So we decided to celebrate the people instead by highlighting 4 unique stories that were only possible in a country like the UAE.

Ever since its founding, the UAE has been known to be
a land of opportunity. A place where people from all over the world come to not just live but make a life they can love.

And McDonald’s UAE is the perfect example of that. For 30 years, McDonald’s has been part of the UAE’s growth journey. What began with one humble store in Dubai’s Al Ghurair Centre has grown to 210 restaurants across all 7 Emirates, serving over hundreds of thousands of customers daily.

But more than burgers and fries, this is a story of growth. The growth of people.

To tell these beautiful growth stories in the most authentic way, we identified 7 McDonald’s UAE employees: Zaldy, Wissam, Saadiya, and Anoop.
Real people who came to the UAE to make a life and stayed because they loved it.

We showcased their growth within the company, and as human beings in the country. This is about their journey. A journey that saw them thrive under the Golden Arches
in the UAE and with the UAE.

Resulting in a UAE National Day campaign that was truly reflective of the growth only the UAE makes possible:

Making a life and lovin’ it.
Growth stories brought to you by McDonald’s UAE