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The Flip

The Flip | 麦当劳 | McDonald's | We Are Unlimited
下载原始文件 下载原始文件 JPG | 2048x1452px
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. A statistic 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 on the Workforce study
Strategy
Our ambition was to find a meaningful moment in time to honor the women of McDonald's, past and present, celebrating their personal stories and the contributions they've made to their communities, the company, the brand, and beyond. We targeted employees, franchisees, customers, and local communities with an unprecedented and unmistakable act, flipping the iconic McDonald's logo from "M" to "W" across 100 female-owned locations.
Relevancy
On one day, across the country, the McDonald's Golden Arches - the world's most iconic logo - was flipped from "M" to "W." In 100 female-owned restaurants, signage, packaging, crew uniforms, and digital / social communications showcased The Flip to recognize, celebrate, and inspire women everywhere on International Women's Day.
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-celebrating their contributions and stories that have made the company what it is today.
制作信息
品牌:
广告公司:
制作公司:
奖项
戛纳国际创意节 2018
入围 品牌体验与激活
Customer Retail / In-store Experience
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