Cannes Lions
WE ARE UNLIMITED, Chicago / MCDONALD'S / 2018
Overview
Entries
Credits
Description
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.
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.
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
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