McDonald's: Design & Branding

Credits & Description:

Category: Food
Brand: Mcdonald's
Country: USA
Agency: We Are Unlimited, Usa
Chief Delivery Officer: Denis Budniewski
Chief Production Officer: Jon Ellis
Creative Directors: Vic Sanchez, Jon Morgan
Senior Art Director: Emily Walton
Senior Copywriter: Sarah Uchison
Copywriter: Liza Rush
Art Directors: Caitlin Vanderklok, Georgia Taylor
Copywriter: Sarah Dembkowski
Videographer / Photographer: Mason Adams
Senior Integrated Producer: Otto Linwood
Content Producer: Nikki Calabrese
Account Executives: Jessa Gianotti, Ellese Meyer
Senior Social Strategy Lead: Emily Bader
Senior Narrative Strategist: Carly Starratt
Associate Director Social Strategy: Daniela Vieira
Director: Elle Ginter
Producer: Tyler Boylan
Director Photography: Allison Anderson
Senior Producer: Rebecca Jameson
Editor: Kim Bica
Executive Producer: Sabrina Elizondo
Head Of Production: Melody Alexander
Colorist: Miles Kinghorn
Lead Flame Artist: Brian Shneider
Flame Assists: Brandon Harden, Brack Hightchew
Design: Boxer Brand Design
V.P., Creative Director: Diana Samper
Account Director: Lisa Burgess
Senior Account Executive: Brian Torbik
Media: Resolution Media
Associate Director, Social Media: Eric Dornbrook
Associate Director: Samantha Bartucci
Social Media Supervisor: Maura Mcnaulty
Social Media Strategist: Lexi Wozny
Design Agency: The Marketing Store
Date: March, 2018
Synopsis:
Today, on International Women’s Day, McDonald's flip their Golden Arches to celebrate the women who have chosen McDonald's to be a part of their story. In this video, This is a video about Patricia Williams, who was determined to show her daughters the value of hard work. 30 years later, she and her daughters are the owners of 18 McDonald's restaurants.
Synopsis
As a pioneer of the franchisee model, no one knows better than McDonald's that people are what make or break a company. For 60+ years, the brand has thrived by nurturing one of the most diverse workforces on the planet.

In the U.S., today, men are 30% more likely to get promoted to managerial positions*. At McDonald's, however, 60% of U.S. managers are women, and hundreds more are owners/operators - statistics that speaks volumes about the company's inclusive POV and progressive actions.

Women have always played a fundamental role in McDonald's history and remain critical to its future. Accordingly, on International Women's Day, McDonald's honored women with a simple, poignant act: transforming the most iconic logo in the world into a beacon for its female workforce.

*2017 McKinsey / LeanIn.Org Women in the Workforce study

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

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.

Campaign Description
On one day, across the country, the world's most recognized brand mark became a symbol of gratitude for women-past and present-flipping the iconic Golden Arches from an "M" to a "W" in celebration of the women who've made the company what it is today.

We targeted employees, franchisees, customers, and local communities with this unprecedented and unmistakable act, flipping the iconic McDonald's logo in 100 female-owned locations across the country.