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 / Chicago Gold Addy Award Sales & Marketing - Packaging / Chicago Gold Addy Award Sales & Marketing - Point of Purchase / Chicago Gold Addy Award Cross Platform- Integrated Brand Identity Campaign / Chicago Silver Addy Award Direct- Specialty Advertising / Chicago Silver Addy Award OOH & Ambient - Guerrilla / Chicago Silver Addy Award OOH & Ambient – Installations / Chicago Silver Addy Award OOH & Ambient – Interior / District Gold Addy OOH & Ambient — Installations / Bronze Chicago Addy Award Cross Platform - Integrated Campaign / Bronze Chicago Addy Award Logo Design / Silver District Addy Cross Platform Integrated Brand Identity Campaign / People’s Voice Webby Award - Best Event Activation / Gold One Show - Design - Brand Installations / Gold One Show Design - Out of Home - Single / Gold One Show Print & Outdoor - Promotional Items / Gold One Show Print & Outdoor - Experiential & Installations - Single / Bronze One Show Public Relations - Events & Experiential / Silver One Show Public Relations - Brand Voice / Silver One Show Print & Outdoor - P.O.P. & In-Store / Silver One Show Direct Marketing - P.O.P. & In-Store / Silver One Show Experiential & Immersive - Events & Competitions / Gold One Show Experiential & Immersive - Brand Installations / Gold One Show Integrated - Integrated Branding / Gold One Show Integrated - Brand Transformation / One Show Merit Branded Entertainment - Brand Installations / One Show Merit Public Relations - Integrated PR Campaign / One Show Merit Direct Marketing - Brand Installations / One Show Merit Direct Marketing - Non-traditional & Guerrilla Marketing / One Show Merit Creative Effectiveness / Gold Art Director’s Club Experiential Design – Installations / Silver Art Director’s Club Environmental Design – Retail / Silver Art Director’s Club Integrated – Branding Campaign / Bronze Art Director’s Club Out of Home – Point of Purchase / Bronze Art Director’s Club Promotional Materials – Point of Purchase / Bronze Art Director’s Club Spatial Design – Retail Design / Art Director’s Club Merit Packaging Design - Specialty Product / Adweek Experiential Awards Finalist Best Use of Out-of-Home Media / Adweek Experiential Awards Finalist Experiential Activation Less than $1 Million / Best of Cross Platform Chicago Addy Awards / Best of Sales and Marketing Chicago Addy Awards / Best of Show Chicago Addy Awards / Bronze Effie - Corporate Reputation / Effie Finalist - Carpe Diem Services / AICP Next Awards Winner - Experiential / AICP Next Awards Winner - Purpose Driven Advertising /