注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

The Flip

基本信息
行业: 公益与非盈利组织
媒体:设计与品牌
投放:美国
风格: Minimalism
说明cnen
Synopsis
As a pioneer of the franchisee model, no one knows better than McDonald's that people are what make or break a company. For 60+ years, the brand has thrived by nurturing one of the most diverse workforces on the planet. In the U.S., today, men are 30% more likely to get promoted to managerial positions*. At McDonald's, however, 60% of U.S. managers are women, and hundreds more are owners/operators - statistics that speaks volumes about the company's inclusive POV and progressive actions. Women have always played a fundamental role in McDonald's history and remain critical to its future. Accordingly, on International Women's Day, McDonald's honored women with a simple, poignant act: transforming the most iconic logo in the world into a beacon for its female workforce. *2017 McKinsey / LeanIn.Org Women in the Workforce study
Outcome
- 1.6B global impressions - "McDonalds international women's day" second most searched term on Google for International Women's Day in the U.S - 824 total news mentions - 133.1M total earned media impressions - 279K site visits
Execution
On March 8th - International Women's Day - McDonald's flipped the iconic Golden Arches from "M" to "W" in 100 female-owned McDonald's restaurants across the U.S. Roadside marquees, interior signage, digital menu boards, packaging, crew uniforms, and all McDonald's - owned digital-/-social channels showcased The Flip and highlighted stories from some of the most iconic female figures in the company's history. Using a documentary-style online film, we captured one of the most inspiring stories from this esteemed group - Patricia Williams. Cashing in her 401K over 30 years ago and taking prejudice head-on, Patricia and her two daughters, Nicole and Kerri, overcame adversity and now own 18+ restaurants in Southern California. McDonald's Facebook, Twitter, Snapchat, YouTube and dot com channels showcased The Flip and shared inspiring stories like Patricia's, creating a beacon of inspiration for employees, franchisees, consumers, and women everywhere.
CampaignDescription
On one day, across the country, the world's most recognized brand mark became a symbol of gratitude for women-past and present-flipping the iconic Golden Arches from an "M" to a "W" in celebration of the women who've made the company what it is today. We targeted employees, franchisees, customers, and local communities with this unprecedented and unmistakable act, flipping the iconic McDonald's logo in 100 female-owned locations across the country.
制作信息
品牌:
广告公司:
制作公司:
奖项
The One Show 2019
金铅笔 设计
Experiential / Environmental / Out of Home - Single
The One Show 2019
金铅笔 设计
Branding / Brand Installations
The One Show 2019
金铅笔 体验与沉浸式营销
Spaces & Immersive / Brand Installations
The One Show 2019
金铅笔 整合营销
Integrated Campaigns / Integrated Branding
The One Show 2019
银铅笔 直效
Out of Home / P.O.P. & In-Store
The One Show 2019
银铅笔 体验与沉浸式营销
Events & Competitions
The One Show 2019
优秀奖 品牌娱乐
Experiential / Brand Installations
The One Show 2019
优秀奖 直效
Experiential / Brand Installations
The One Show 2019
优秀奖 直效
Non-traditional & Guerrilla Marketing
戛纳国际创意节 2018
铜奖 品牌体验与激活
Live B2C Brand Experience or Activation
戛纳国际创意节 2018
铜奖 设计
Special Editions & Promotional Packaging
戛纳国际创意节 2018
入围 品牌体验与激活
Customer Retail / In-store Experience
戛纳国际创意节 2018
入围 品牌体验与激活
Sectors > Retail
戛纳国际创意节 2018
入围 设计
Spatial & Sculptural Installation and Experience
戛纳国际创意节 2018
入围 媒介应用
Channels > Use of Stunts
克里奥奖 2018
银奖 户外
Other
克里奥奖 2018
银奖 户外
Takeover
戛纳国际创意节 2017
入围 设计
Point of Sale, Consumer Touchpoints & In-store Collateral
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

最新更新
加载中...
赞助商