Otto Linwood III
Award-Winning Agency & Brand Leader
Millions of women have chosen McDonald's to be a part of their life story. These, and all women, deserve to be celebrated.
The challenge: How do we break through the chatter to recognize and celebrate every woman on International Women's Day?
By flipping the iconic golden arches to a "W" at 100 female-owned-and-operated store locations around the United States.
The Sign
The sign was designed and manufactured in South Dakota, then traveled across country to be installed and displayed in Lynwood, CA.
To our delight, upon arrival at the factory, a female engineer had been assigned to the sign assembly, unbeknownst to her its meaning.
Packaging & Uniforms
In 100 female-owned stores across the country, customers were able to take home rebranded fry boxes, bags and cups. Crew members at participating women-owned McDonald's across the United States wore hats and shirts with flipped logos, bringing our celebration front and center to every purchase.
Social
We flipped the logos across our social and digital channels to share our celebration with the world.
Dot Com
Logos were flipped across our online properties, while a dedicated page highlighted unique stories from an array of women.
