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.
OUTDOOR
The brand dismantled their roadside sign and in its place installed a 60-meter-tall replica — only with the M changed to a W.
Packaging
Every M was flipped to a W on packaging in 100 female-owned restaurants across the United States.
UNIFORMS
Crew members at female-owned restaurants wore hats and uniforms with flipped logos, bringing our celebration front and center to every purchase.
MCDONALDS.COM
A landing page housed inspiring stories of successful women within the company. P.S. You can check them out here.
SOCIAL
From cover photos, to logos, to a national Snapchat filter, the Golden Arches were flipped across all of the brand's social channels.
Humble Brags
D&AD Yellow Pencil x 3 / D&AD Graphite Pencil x 2 / D&AD Wood Pencil x 1 / Gold Cannes Lion x 1 / Bronze Cannes Lion x 4 / Cannes Lion Shortlist x 5 / Silver Cannes Lion x 1 / Gold Clio x 1 / Silver Clio x 2 / Bronze Clio x 3 / Clio Shortlist x 1 / Gold London International Award x 1 / Silver London International Award x 1 / Bronze London International Award x 1 / Chicago Gold Addy x 3 / Chicago Silver Addy x 4 / District Gold Addy x 1 / Bronze Chicago Addy x2 / Silver District Addy 1 / People’s Voice Webby x 1 / Gold One Show x 7 / Bronze One Show x 1 / Silver One Show x 4 / One Show Merit x 5 / Gold Art Director’s Club x 1 / Silver Art Director’s Club x 2 / Bronze Art Director’s Club x 3 / Art Director’s Club Merit x 1 / Adweek Experiential Awards Finalist x 2 / Best of Cross Platform Chicago Addy Awards / Best of Sales and Marketing Chicago Addy Awards / Best of Show Chicago Addy Awards / Bronze Effie x 1 / AICP Next Awards Winner x 2 / Best of Show National Addys / Gold National Addys x 2 / WARC Creative 100 / Gold Marketing Awards x 3 / Silver Marketing Award x 1 / Gold Atomic Award x 1 / Bronze Atomic Award x 1 / Applied Arts x 4