McDonald's + INternational women's day

Millions of women have chosen McDonald's to be a part of their story. The challenge: how do we break through the chatter to recognize and celebrate every woman on International Women's Day?

By flipping the iconic golden arches to a "W" at 100 female-owned locations along with an entire restaurant in California.


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Packaging

In 100 female-owned stores across the country, customers were able to take home rebranded fry boxes, bags and cups.

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SOCIAL

We flipped every logo across McDonald's social and digital channels to celebrate across the globe.

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Uniforms

Crew members at participating female-owned McDonald's across the United States sported hats and shirts displaying the 'W,' bringing our celebration front and center at every purchase. 

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McDonalds.com

A landing page was created to commemorate the day which included brief biographies celebrating a diverse group of women who have chosen the brand to be a part of their story.

Visit site

the flip

AWARDS

Cannes Gold Lion - Corporate Social Responsibility | Cannes Silver Lion - Special Build | Cannes Bronze Lion - Brand Activation | Cannes Bronze Lion - Ambient Display | Cannes Bronze Lion - Promotional Packaging | Cannes Bronze Lion - Use of Events + Stunts | Cannes Lions Shortlist - PR Brand Brand Voice & Strategic Storytelling | Cannes Lions Shortlist - Brand Experience & Activation Customer Retail In-Store Experience | Cannes Lions Shortlist - Brand Experience & Activation Retail | Cannes Lions Shortlist / Design - Point of Sale, Consumer Touchpoints & In-Store Collateral | Cannes Lions Shortlist, Design - Spatial & Structural Installation and Experience |
Cannes Lions Shortlist, Media - Use of Stunts | D&AD Yellow Pencil – Branding, Campaign | D&AD Yellow Pencil – Branding, Brand Experience | D&AD Yellow Pencil – Branding, Logos | D&AD Graphite Pencil – Media, Use of Retail | D&AD Graphite Pencil – Graphic Design, POS | D&AD Wood Pencil – Media, Use of PR | Clio Awards Gold - Integrated Campaign | Clio Awards Silver - Out of Home Takeover | Clio Awards Silver - Out of Home Other | Clio Awards Bronze - Public Relations Special Event | Clio Awards Bronze - Public Relations Cause Related | Clio Awards Bronze - Public Relations Brand Development | London International Awards Gold - Design Point of Sale | London International Awards Silver - Package Design Special Editions | London International Awards Bronze - Ambient Retail | Adweek // The 15 Best Marketing Stunts, Activations and Odd Creations of 2018


PRESS

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