Outdoor > Ambient

THE FLIP

WE ARE UNLIMITED, Chicago / MCDONALD'S / 2018

Awards:

Silver Cannes Lions
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Overview

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Overview

BriefExplanation

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.

All logo placements on all 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.

EntrySummary

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

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