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We Are Unlimited & McDonald's Flip Iconic Golden Arches for IWD 2018

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Brand celebrates employees, franchisees, suppliers and more in honour of International Women's Day

We Are Unlimited & McDonald's Flip Iconic Golden Arches for IWD 2018

Today, McDonald’s in collaboration with We Are Unlimited recognise the extraordinary contribution of women for International Women's Day 2018. The company has a long history of supporting women in the workplace, giving them the opportunity to grow and succeed. In fact, in the US, 6 out of 10 of McDonald's restaurant managers are women.

“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 honour 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.”

In celebration of women everywhere, McDonald's are flipping their iconic logo for International Women’s Day. This bold action comes to life in a variety of ways today.

In the hero film, we are introduced to Patricia Williams, who shares her story about becoming a McDonald’s owner-operator 30 years ago and who 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 organisation.

We Are Unlimited worked with a team of talented females to produce the film, including Elle Ginter (Director), Allison Anderson (Director Photography) and Kim Bica (Editor). At Patricia Williams’ McDonald’s restaurant in Lynwood, CA, every 'M' has been flipped to a 'W', including the iconic McDonald’s sign. McDonald’s has also flipped the “M” on all their social channels including Facebook, Instagram, and Twitter.

Toygar Bazarkaya, Chief Creative Officer of We Are Unlimited, comments: "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 honoured 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,” 

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Advertiser: McDonald’s U.S.

Post Production / VFX

Post Production Company: Timber

Flame Artists: Brian Shneider

Creative Director: Jonah Hall & Kevin Lau

Executive Producer: Sabrina Elizondo

Head of Production: Melody Alexander

VFX Senior Producer: Emily Avoujageli

Colourist: Miles Kinghorn

Flame Assist: Brandon Harden & Brack Hightchew


Sound Engineer: Paxson Helgesen


Network Partner: DDB Canada

Chief Creative Officer: Cosmo Campbell

Executive Creative Director: Dean Lee

Senior Art Director: John Larigakis

Creative Agency

Creative Agency: We Are Unlimited

Chief Creative Officer: Ari Weiss, Toygar Bazarkaya

Copywriter: Liza Rush, Sarah Dembkowski

CEO: Mark Mulhern

Chief Delivery Officer: Denis Budniewski

Chief Production Officer: Jon Ellis

Executive Creative Directors: John Hansa

Senior Art Director: Emily Walton

Senior Copywriter: Sarah Uchison

Art Directors: Caitlin VanderKlok, Georgia Taylor

Photographer: Mason Adams

Content Producer: Nikki Calabrese

Group Business Director: Chris Bergen, Melanie Behling

Account Executive: Ellese Meyer

Social Strategy Lead: Emily Bader

Strategist: Carly Starratt

Social Strategist: Daniela Vieira

Production Company

Production Company: Sanctuary Content

Executive Producer: Preston Lee

Director: Elle Ginter

Producer: Tyler Boylan

DOP: Allison Anderson


Edit Company: Arcade Edit

Editor: Kim Bica

Edit Assistant: Dean Miyahira and Andy Trecki

Managing Director: Damian Stevens

Head of Production: Kirsten Thon-Webb

Executive Producer: Crissy DeSimone

Senior Producer: Rebecca Jameson

Categories: Fast food, Retail and Restaurants

DDB North America, Thu, 08 Mar 2018 17:09:24 GMT