2019 Winner
McDonald's Restaurants of Canada
The Flip
DDB Canada
GoldAToMiC Diversity
BronzeAToMiC Engagement
In the U.S., men are 30% more likely to be promoted to managerial positions. At McDonald’s, however, 60% of U.S. managers are women. The statistic speaks volumes about the progressiveness of the company, which it set out to demonstrate in the public eye with a campaign that flipped the iconic McDonald’s Golden Arches from “M” to “W” across 100 female-owned locations.
It all took place on March 8, International Women’s Day, when roadside marquees, signage, digital menu boards, packaging, crew uniforms, and even McDonald’s digital and social channels showcased “The Flip.” The campaign, by DDB, also highlighted stories from some of the female figures at the company in a doc-style film and the brand tracked 1.6 billion global impressions.
Credits
LEAD AGENCY: We Are Unlimited
Toygar Bazarkaya, Chief Creative Officer, We Are Unlimited
Cosmo Campbell, Chief Creative Officer, We Are Unlimited
Ari Weiss, Chief Creative Officer, We Are Unlimited
John Hansa, Executive Creative Director
Jim Eby, Creative Director, We Are Unlimited
Jon Morgan, Creative Director, We Are Unlimited
Vic Sanchez, Creative Director, We Are Unlimited
Emily Walton, Senior Art Director, We Are Unlimited
Georgia Taylor, Art Director, We Are Unlimited
Caitlin VanderKlok, Art Director, We Are Unlimited
Sarah Uchison, Senior Copywriter, We Are Unlimited
Otto Linwood III, Senior Integrated Producer, We Are Unlimited
Carly Starratt, Senior Narrative Strategist, We Are Unlimited
Emily Bader, Senior Social Strategy Leader, We Are Unlimited
Mason Adams, Videographer, We Are Unlimited
Jessa Gianotti, Account Executive, We Are Unlimited
Ellese Meyer, Account Executive, We are Unlimited
Kathryn Fiedler, Account Supervisor, We Are Unlimited
Daniela Vieira, Associate Director Social Strategy, We Are Unlimited
Mark Mulhern, Chief Executive Officer, We Are Unlimited
Morgan Flatley, Chief Marketing Officer, We Are Unlimited
Jon Ellis, Chief Production Officer, We Are Unlimited
Melanie Behling, Group Business Director, We Are Unlimited
Chris Bergen, Group Business Director, We Are Unlimited
Jim Eby, Senior Vice President, We Are Unlimited
Jano Cabrera, Senior Vice President of Corporate Relations, We Are Unlimited
PARTNER AGENCY: DDB Canada
Cosmo Campbell, Chief Creative Officer, DDB Canada
Dean Lee, Executive Creative Director, DDB Canada
John Larigakis, Senior Art Director, DDB Canada