HIGHLIGHTS

The Flip - Celebrating International Women's Day

For decades, 60% of McDonald's restaurants have been owned or operated by women. To recognize that legacy, the brand flipped its iconic “M” to a “W” at one location—from the roadside sign to in-store packaging.

Across the country, 100 female-owned restaurants adopted the rebrand on bags, cups, fry boxes, and tray liners. The flipped Golden Arches spread across late-night shows, social media, and mass media, amplifying awareness for International Women’s Day.

RESULTS

1.6 billion impressions
#1 searched brand query on International Women’s Day

RECOGNITION

CANNES
Gold: PR- Excellence In PR- Corporate Social Responsibility
Silver: Outdoor- Ambient- Special Build
Bronze: Design- Special Editions & Promotion Packaging
Bronze: Brand Experience and Activation
Bronze: Outdoor- Ambient- Displays
Bronze: PR- Use of Events & Stunts
Shortlist: Design- Point -of Sale
Shortlist: Design- Spatial & Sculptural Installation and Experience
Shortlist: Brand Experience and Activation- Retail
Shortlist: Design- Brand Experience and Activation
Shortlist: Design- PR- Techniques
Shortlist: Media- Channels- Use of Stunt

D&AD
Yellow Pencil: Branding, Campaign Branding & Identity
Yellow Pencil: Branding, Brand Experience & Environments
Yellow Pencil: Branding, Logos
Graphite Pencil: Media, Use of Retail
Graphite Pencil: Graphic Design, Point of Sale
Wood Pencil: Media, Use of PR

CLIOS
Yellow Pencil: Branding, Campaign Branding & Identity
Gold: Integrated Campaign
Silver: Out of Home
Silver: Out of Home - Takeover
Bronze: Public Relations - Cause Related
Bronze: Public Relations - Special Event
Bronze: Public Relations - Brand Development
Shortlist: Public Relations - Corporate Image

LONDON INTERNATIONAL AWARDS
Gold: Point-of-Sale 
Silver: Special Editions
Bronze: Retail


CHICAGO ADVERTISING FEDERATION
Silver: OOH & Ambient- Ambient- Installations