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The Flip

basics
Industry: Public interest & Non-profit
Media:Design & Branding
Market:United States
Style: Minimalism
descriptioncnen
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. Accordingly, we targeted employees, franchisees, customers, and local communities across the country with an unprecedented and unmistakable act: flipping the iconic McDonald's logo from "M" to "W" on International Women's Day. We successfully pitched the story to key news outlets and amplified the effort via blog posts and testimonials from key McDonald's stakeholders, providing additional context for the brand's continued support of women and partnerships with gender equality champions like IWD, UNIDOS, National Urban League, True Blue Inclusion, YWCA, and Catalyst.
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
The one-day event generated nearly 830 press mentions, 15M+ earned media impressions, and 1.6B+ global impressions to date. On International Women's Day, McDonald's was the most searched brand on Google. And, "McDonald's International Women's Day" was the second-most searched query of the day.
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. and highlighted stories from some of the most iconic female figures in the company's history. We created a documentary-style online film featuring 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 overcame adversity and now own 18+ restaurants in California. McDonald's owned social and digital channels showcased The Flip and shared inspiring stories. Social posts from Steve Easterbrook (Global CEO), Wendy Lewis (Global CDO), Melissa Kersey (US CPO), and key female franchisees amplified the brand's continued support of women. A robust press outreach effort garnered coverage in AdAge, Adweek, Cosmopolitan, FoxNews, Glamour, LA Times, USA Today, NBC News, GMA, The Today Show and others
CampaignDescription
On one day, across the country, the world's most recognized brand mark was transformed into a symbol of gratitude for women-past and present-celebrating their contributions and stories that have made the company what it is today.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Brand Voice & Strategic Storytelling
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