2019 Winner
McDonald's
The Flip
DDB Canada
GoldOut-of-Home - Ambient - Large Scale
GoldOut-of-Home - Point-of-Purchase
GoldPR - Integrated Campaign Led by PR
SilverOut-of-Home - Experiential/Special Events/Stunts
It’s an old problem that we all talk about but can’t seem to solve: women don’t get promoted as easily or as often as men. McDonald’s looked to International Women’s Day as a chance to make a bold statement about how it supports female employees (60% of its managers are women) and drive increases in a number of brand metrics. At 100 of its female-owned locations, the QSR flipped its golden arches, turning the iconic M into a W. Packaging, employee uniforms and outdoor signage all got “The Flip.” Late-night talk shows, national and local news coverage contributed to 1.6 billion media impressions in a 24-hour period. Impression, buzz, recommendation and word-of-mouth scores all jumped and over-performed in the week that followed International Women’s Day, for which McDonald’s was the most-searched brand inquiry.
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:
Cosmo Campbell, Chief Creative Officer, DDB Canada
Dean Lee, Executive Creative Director, DDB Canada
John Larigakis, Senior Art Director, DDB Canada