McD’s Golden Arches flip for International Women’s Day

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Mcdonalds_International_Womens_Day

The fast food giant celebrates

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.

Womens_dayAt 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.

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