McDonald’s Finland has consistently improved the accessibility of its restaurants including new methods of ordering food through mobile and in-restaurant kiosks. Nonetheless, McDonald’s Finland is well-aware that it has not provided the full brand experience for deaf people.

To improve the situation, we decided to make the world’s most famous sonic logo even more accessible, transforming it into sign language music. It was a way of working together with the deaf community through a positive action that also gave something back – in the form of brand-new sign language music and media attention to how the deaf enjoy – and experience – music.

The Finnish sign language rapper and known deaf advocate Signmark not only transformed the sonic logo into sign language, he also penned a new song around it, which was also released as a music video parallel to the McDonald’s campaign.

One of the most recognisable brand elements of McDonald’s is its sonic logo. And by that we mean “I’m lovin’ it”, present in most McDonald’s marketing to create a feel-good connotation – so recognisable that even a fragment of the melody or the three words is often enough. Yet the experience of the sonic logo has been inaccessible to deaf people – until now. Together with the world’s first sign language rapper, Signmark, we transformed the sonic logo into sign language music. It was important to have a well-known deaf person and advocate of deaf issues in such a central role to truly understand and involve the deaf community.

McDonald’s Finland wanted to communicate togetherness by lifting ways that they are being inclusive in the restaurants and as a brand. As the deaf are often overlooked in society and since the McDonald’s experience is increasingly inclusive for deaf people, we wanted to raise awareness and increase representation of the deaf.

It was done in a way that created something new and positive at the core of the McDonald’s brand while also admitting that the McDonald’s brand experience has been lacking for deaf people. Transforming the McDonald’s sonic logo into sign language music was a way to address all these issues together with deaf advocate, the world’s first sign language rapper, Signmark, spearheading the campaign and interpreting “I’m loving it” into sign language.

Togetherness is a theme that McDonald’s Finland has identified as a central theme for Finns, where loneliness has steadily been increasing especially during COVID lockdowns.

Transforming “I’m lovin’ it” into sign language music started by creating a new song based on it with both Finnish lyrics and sign language. The world’s first sign language rapper and well-known local deaf advocate Signmark took on the challenge with vim.

Sign language music is more than translating the lyrics, it’s about interpreting the words and music through sign language. The new song, including the sign language version of the McDonald’s sonic logo and the phrase “I’m lovin it”, was also released as a music video and as advertising spots on television and social media. Signmark’s new lyrics focused on themes of togetherness.

The campaign was recognised by the deaf community all around the world and featured in both domestic and international media. Attention focused on deaf representation, how deaf people experience music, sign language music and the inclusivity and accessibility of fast-food restaurants for deaf people.

Total media reach was 52 million people – which equals to over 10 times the Finnish population.

According to McDonald’s brand trackers, the campaign increased the following:

Growth in brand for someone like me (TNS Holistic Tracker 2022) +12%

Growth in market leadership gap compared to number two brand in the market (TNS Holistic Tracker 2022) +28%