为了庆祝国际妇女节的到来，位于美国加州林伍德市的这家麦当劳在当地时间 3 月 7 日率先完成了这次创举——将麦当劳标志性的 Logo “ M ”颠倒过来变成了“ W ”，恰好是妇女“ Women ”这个单词的首字母。
麦当劳表示，在美国 62% 的员工和 60% 的经理是女性，此举是“为了庆祝女性无处不在，这还是我们品牌历史上第一次。在国际妇女节，我们翻转标志性的金拱门，是为了纪念全世界女性的非凡成就。”
麦当劳加拿大公司在发给 Global News 的电子邮件中称，女性在该公司员工中的比例超过 50% ，几乎占到高级领导职位的一半。邮件还称，虽然翻转标牌不在加拿大，但女性仍然因其对公司的“非凡贡献”而获得认可。
下图是昨天麦当劳的推特主页，麦当劳官方还发布了一则庆贺声明，并骄傲地表示在全美的麦当劳餐厅中，平均每 10 个餐厅经理就有 6 个是女性，以此显示麦当劳长久以来对职场女性的大力支持。
不仅是门前的这块立柱广告牌，这家店从店面招牌到员工服装，甚至是产品包装，都采用了这个倒立的金拱门标志，用实际行动表达了对全球女性的敬意。
项目信息
品牌/广告主
McDonald’s 麦当劳
营销机构
Creative Agency 创意代理商
We Are Unlimited
参与者
奖项荣誉
2019
The One Show
Public Relations | Events & Experiential
Bronze Pencil
2019
The One Show
Direct Marketing | Out of Home | P.O.P. & In-Store
Silver Pencil
2019
The One Show
Experiential & Immersive | Events & Competitions
Silver Pencil
2019
The One Show
Print & Outdoor | Out-of-Home | P.O.P. & In-Store - Single
Silver Pencil
2019
The One Show
Public Relations | Brand Voice
Silver Pencil
2019
The One Show
Design | Experiential / Environmental | Out of Home - Single
Gold Pencil
2019
The One Show
Design | Branding | Brand Installations
Gold Pencil
2019
ADC Awards
Advertising | Out of Home | Point of Purchase - Single
Bronze Cube
2019
ADC Awards
Spatial Design | Retail Design
Bronze Cube
2019
ADC Awards
Experiential Design | Installations - Single
Gold Cube
2019
ADC Awards
Advertising | Promotional Materials | Point of Purchase Display - Single
Bronze Cube
2019
ADC Awards
Integrated | Integrated - Branding | Campaign
Silver Cube
2019
ADC Awards
Experiential Design | Environmental Design | Retail / Restaurant
Silver Cube
2019
The Webby Awards
Advertising, Media & PR | Best Event Activation
People’s Voice Winner
2018
Cannes Lions
PR | Use of Events & Stunts
Bronze
2018
Cannes Lions
Design | Special Editions & Promotional Packaging
Bronze
2018
Cannes Lions
Outdoor | Special Build
Silver
2018
Cannes Lions
Outdoor | Displays
Bronze
2018
Cannes Lions
Brand Experience & Activation | Live B2C Brand Experience or Activation
Bronze
2018
Cannes Lions
PR | Corporate Social Responsibility
Gold
2018
D&AD Awards
Branding | Brand Experience & Environments
Yellow Pencil
2018
D&AD Awards
Media | Use of PR
Wood Pencil
2018
D&AD Awards
Graphic Design | Point of Sale
Graphite Pencil
2018
D&AD Awards
Media | Use of Retail
Graphite Pencil
2018
D&AD Awards
Branding | Campaign Branding & Identity
Yellow Pencil
2018
D&AD Awards
Branding | Logos
Yellow Pencil
2018
CLIO Awards
Out of Home | Takeover
Silver
2018
CLIO Awards
Out of Home | Other
Silver
2018
CLIO Awards
Public Relations | Corporate Image
Shortlist
2018
CLIO Awards
Integrated Campaign
Gold
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