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The Flip

The Flip | McDonald's | We Are Unlimited
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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 - 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.
credit
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awards
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Point of Sale, Consumer Touchpoints & In-store Collateral
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