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翻转 | The Flip

翻转 | The Flip | 麦当劳 | McDonald's | We Are Unlimited
下载原始文件 下载原始文件 JPG | 1800x2400px
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
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 设计
Point of Sale, Consumer Touchpoints & In-store Collateral
D&AD 2018
黄铅笔 品牌设计
Logos
D&AD 2018
黄铅笔 品牌设计
Brand Experience & Environments
D&AD 2018
黄铅笔 品牌设计
Campaign Branding & Identity
D&AD 2018
石墨铅笔 平面设计
Point of Sale
D&AD 2018
石墨铅笔 媒介应用
Use of Retail
D&AD 2018
木铅笔 媒介应用
Use of PR
最新更新
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