Cannes Lions

McDonald's - The Big Mac Percent

TBWA\SAN JUAN, San Juan / MCDONALD'S / 2018

Presentation Image

Overview

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Credits

Overview

Description

Women have overcome many obstacles within the workplace.

But, unfortunately, gender inequality persists.

Only 15% of women make it to the top in Puerto Rico.

To create awareness about gender inequality, we used our beloved Big Mac to send a powerful message, giving men only 15% of their Big Mac during Women's Day.

Execution

We made a stunt on Women's Day on 14 restaurants in the metro area in Puerto Rico. For budget reasons, we were only able to film the stunt in only one of our restaurants.

We spotted hidden cameras on the corners of the restaurant and also dressed a cameraman as an employee with a small camera to get closer reactions.

Outcome

We jump-started a conversation that provoked thousands of reactions on social media.

Being the most shared video on Women's Day made by a brand in Puerto Rico.

Also, media news and blogs covered the initiative with a 200MM Impressions

There was a shift in the conversation on social media towards better opportunities for Women in the workplace.

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