MAX Burgers is McDonald’s key competitor on the Swedish market. It has given itself an edge when it comes to employment. Gamers can apply for jobs using their gaming skills from Counter-Strike (CS). In an idea by Åkestam Holst NoA to set the chain apart and identify employment skills in a new way, young people can use a custom-made platform to convert their statistics from CS into CV skills to apply for jobs.
The campaign, Skills to Pay the Bills, aims to reevaluate what counts as experiences and competencies in the future job market. At the heart of the initiative is a unique platform developed in collaboration with Esportal, a gaming network with a million users. The platform analyses the user’s stats and automatically generates a resume highlighting the player’s key strengths – relevant both within CS and in a future workplace.
“Playing is not just for passing time. It develops important skills such as decision-making, strategic thinking, and collaboration. For many, MAX is the first step into working life, but when you haven’t worked before, it’s tricky to figure out what to put on your resume. We believe this could open a new pathway into work for many young people and showcase the potential and skills they’ve developed thanks to their interest in CS,” stated Erik Filén, responsible for recruitment and development at MAX Burgers.
The platform is supported by an integrated campaign that will be visible at the world’s largest gaming center, Inferno Online, on Twitch, and in contexts where e-sport and CS are covered. The campaign also reaches a broader audience with job ads targeting gamers, in social media, and at selected MAX restaurants.
“We know there’s a lot of unused potential within gaming and esports, and a great opportunity to reach young people in their arena. Here we’ve found and created real value for the target group and managed to combine it with a relevant context for MAX. A perfect match that hopefully can turn the tables on the prejudices against gaming,” commented Harald Larsson, planner and responsible for the gaming offer at Åkestam Holst.
Several CS personalities and CS teams, including Marcus “Tutsi” Toth, Tilde “7licious” Byström, and the Swedish CS team, Alliance, along with their fans, are part of the campaign activation. Together with other major Swedish CS teams, they are part of the newly launched CS2 tournament MAX Skills Tournament to highlight the new initiative.
Credits:
Client: Max Burgers
Alexandra Törnqvist: Social Specialist
Cecilia Taipale: Head of Media
Erik Filén: Talent Acquisition Lead
Fred Runngren: Graphic Designer
Henric Byström: Head of Communications
Helena Stenqvist: PR Manager
Jenny Hedberg: Head of Culture and Development
Linus Blom: Head of Brand Strategy & Planning
Sandra Johansson: Internal Communications Coordinator
Creative Agency: Åkestam Holst NoA
Joakim Khoury: Creative Director
Agnes Nisbel Fjäll: Copywriter
Shilan Shewki: Art Director
Harald Larsson: Planner
Kenna Magnusson: Designer
Jessica Morales: Client Direction
John Müllersdorf: Account Manager
Pellen Wegler: Motion
Pernilla Loeb Holter: Designer
Mira Ekman & Ester Edwall: Content Creatives
Partner: Esportal
Carl-Christian Dyrssen: Head of Media & Client Lead
Daniel Aicardi: Chief Gaming Officer & Project Lead
Arsham Mirghadiri: Head of Product & Tech Lead
Lana Kramarenko: Design Production Lead
