McDonald’s has a long-history of supporting women in the workplace, giving them the opportunity to grow and succeed. To take their support a step further, the fast-food giant has literally flipped their iconic logo in recognition of International Women’s Day. Yes, the “M” (arches), which is usually untouchable, has been turned into a “W.”
“In celebration of women everywhere, and for the first time in our brand history, we flipped our iconic arches for International Women’s Day in honor of the extraordinary accomplishments of women everywhere and especially in our restaurants,” says McDonald’s Chief Diversity Officer Wendy Lewis. “From restaurant crew and management to our C-suite of senior leadership, women play invaluable roles at all levels and together with our independent franchise owners we’re committed to their success.”
McDonald’s worked closely with We Are Unlimited and their agency partners to bring this plan to life.
This bold action comes to life in a variety of ways today:
McDonalds.com is now the hub for McDonald’s International Women’s Day activity.
Here, users can learn how McDonald’s recognizes the extraordinary contributions of women today and everyday. Women of McDonald’s, both past and present, share their personal stories. And one can even read a blog post from Wendy Lewis, Global Chief Diversity Officer and Vice President of Global Community Engagement for McDonald’s Corporation.
And there’s film!
Patricia Williams shares her story about becoming a McDonald’s owner-operator 30 years ago and has since encouraged her two daughters, Kerri Harper-Howie and Nicole Enearu to work with her. Patricia, Kerri and Nicole represent the hardworking and dedicated women part of the McDonald’s organization.
The We Are Unlimited team worked with these talented females – Elle Ginter (Director), Allison Anderson (Director Photography), Kim Bica (Editor) – to produce the film.
At a select 100 restaurants across the U.S., guests will see packaging, crew shirts and hats all celebrating International Women’s Day. McDonald’s has flipped the “M” on all their social channels including Facebook, Instagram, and Twitter.
“This idea is as simple as it is bold, asking for nothing less than the impossible. I couldn’t be more proud of our clients for making this a reality, and the whole team is honored to help bring the idea to life. On this day this is an amazing way to celebrate the women of McDonald’s, both present and past, whose contributions have made the company what it is today,” said Toygar Bazarkaya, Chief Creative Officer of We Are Unlimited.
A spokeswoman for We Are Unlimited told Reel Chicago that in the U.S. McDonald’s is proud to that 6 out of 10 restaurant managers are women. Through the company’s social responsibility the brand has also been making strides to appeal to younger consumers. For example, the chain plans to recycle packaging at most of its restaurants worldwide by 2025. The company is also putting fresh meat into its quarter pounders with cheese in an effort to appeal to those who are concerned about the taste and nutritional value of its patties.
CREDITS:
CLIENT: McDonald’s U.S.
U.S. Chief Marketing Officer: Morgan Flatley
Senior Vice President, Corporate Relations: Jano Cabrera
Sr. Director, U.S. Marketing, Brand and Marketing Content: Julie Wenger
Sr. Director, U.S. Communications, PR and Brand Reputation: Molly Starman
Director, U.S. Marketing, Customer Engagement & Social Experience: Paul Matson
Director, Public Affairs, Corporate Communications: Katie Condon
Manager, U.S. Marketing, Digital Campaigns and Content: Emily Charron
Manager, U.S. Communications, Brand and Employer Reputation: Lauren Snyder
Manager, Corporate & U.S. Customer Experience & Engagement, Corporate Communications: Jamie Kennedy
Supervisor, U.S. Communications, Brand Strategy and Employer Reputation: Britt Collett
Supervisor, U.S. Marketing, Brand and Content: Faizan Tahir
CREATIVE AGENCY: We Are Unlimited
Chief Creative Officer, DDB North America: Ari Weiss
Chief Creative Officer, We Are Unlimited: Toygar Bazarkaya
Chief Executive Officer, We Are Unlimited: Mark Mulhern
Chief Delivery Officer, Denis Budniewski
Chief Production Officer, Jon Ellis
Executive Creative Director, John Hansa
Creative Director, Vic Sanchez
Creative Director, Jon Morgan
Senior Art Director, Emily Walton
Senior Copywriter, Sarah Uchison
Copywriter, Liza Rush
Art Director, Caitlin VanderKlok
Art Director, Georgia Taylor
Copywriter, Sarah Dembkowski
Videographer/Photographer, Mason Adams
Senior Integrated Producer, Otto Linwood
Content Producer, Nikki Calabrese
Group Business Director, Chris Bergen
Group Business Director, Melanie Behling
Account Executive, Jessa Gianotti
Account Executive, Ellese Meyer
Senior Social Strategy Lead, Emily Bader
Senior Narrative Strategist, Carly Starratt
Associate Director Social Strategy, Daniela Vieira
ADVERTISING AGENCY/NETWORK PARTNER: DDB Canada
Executive Vice President, Chief Creative Officer: Cosmo Campbell
Executive Creative Director: Dean Lee
Senior Art Director: John Larigakis
PRODUCTION COMPANY: Sanctuary Content
Executive Producer, Preston Lee
Director, Elle Ginter
Producer, Tyler Boylan
Director Photography, Allison Anderson
EDITORIAL: Arcade Edit
Managing Partner, Damian Stevens
Head of Production, Kirsten Thon-Webb
Executive Producer, Crissy DeSimone
Senior Producer, Rebecca Jameson
Editor, Kim Bica
Assistant Editor, Dean Miyahira and Andy Trecki
AUDIO POST: Another Country
Mixer: Erik Widmark
Assistant: Alex Paguirigan
Producer: Louise Rider
Executive Producer: Tim Konn
EDIT: ONLINE/VFX: Timber
Creative Directors / Partners – Jonah Hall & Kevin Lau
Executive Producer: Sabrina Elizondo
Head of Production: Melody Alexander
Senior VFX Producer: Emily Avoujageli
Colorist: Miles Kinghorn
Lead Flame Artist: Brian Shneider
Flame Assist: Brandon Harden & Brack Hightchew
RETAIL & PROMOTIONS EMBEDDED PARTNER AT WE ARE UNLIMITED: The Marketing Store
Sr. Vice President, Creative Director, Jim Eby
Sr. Vice President, Account Director, Ursula Ostrom
Account Supervisor, Kathryn Fiedler
Art Director, Megan VanDagens
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
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
