McDonald's wanted to celebrate and recognize the accomplishments of women everywhere. So on International Women's Day, they did something unprecedented in the history of the brand: flipped their iconic Golden Arches.
The brand dismantled their roadside sign and in its place installed a 60-meter-tall replica — only with the M changed to a W.
Every M was flipped to a W on packaging in 100 female-owned restaurants across the United States.
Crew members at female-owned restaurants wore hats and uniforms with flipped logos, bringing our celebration front and center to every purchase.
A landing page housed inspiring stories of successful women within the company. P.S. You can check them out here.
From cover photos, to logos, to a national Snapchat filter, the Golden Arches were flipped across all of the brand's social channels.
D&AD Yellow Pencil Branding / D&AD Yellow Pencil Brand Experience & Environments / D&AD Yellow Pencil Campaign Branding & Identity / D&AD Graphite Pencil Use of Retail / D&AD Graphite Pencil Point of Sale / D&AD Wood Pencil Use of PR / Gold PR Cannes Lion Corporate Social Responsibility / Bronze PR Cannes Lion Use of Events & Stunts / PR Cannes Lion Shortlist Brand Brand Voice & Strategic Storytelling / Silver Outdoor Cannes Lion Special Build / Bronze Outdoor Cannes Lion Displays / Bronze Brand Experience & Activation Cannes Lion Live B2C Brand Experience or Activation / Brand Experience & Activation Cannes Lion Shortlist Customer Retail In-Store Experience / Brand Experience & Activation Cannes Lion Shortlist Retail / Bronze Design Cannes Lion Special Editions & Promotional Packaging / Design Cannes Lion Shortlist Point of Sale, Consumer Touchpoints & In-Store Collateral / Design Cannes Lion Shortlist Spatial & Structural Installation and Experience / Media Cannes Lion Shortlist Use of Stunts / Gold Clio Integrated Campaign / Silver Clio Out of Home - Takeover / Silver Clio Out of Home - Other / Bronze Clio Public Relations - Special Event / Bronze Clio Public Relations - Cause Related / Bronze Clio Public Relations - Brand Development / Clio Shortlist Public Relations - Corporate Image / Gold London International Award Design - Point of Sale / Silver London International Award Package Design - Special Editions / Bronze London International Award Ambient - Retail