McDonald’s has a history with brilliant women behind some of the brand’s invaluable icons, most notably Esther Glickstein who coined the Big Mac name. On Women’s Day, the brand showed their fans what it would be like if everything that women came up with disappeared from McDonald’s. Not only did we present powerful reminders for women’s contributions, and generated the highest engagement rate on McDonald’s socials in that quarter, we also amended the Hungarian McDonald’s website with these two women’s stories, so they are now a permanent part of the brand’s official history.
My role:
Creative direction & copywriting
My POV:
I love brands with a history, and while McDonald’s isn’t a textbook heritage brand, they do have stories that they tend to forget as they’re chasing the current of pop culture. Giving back to women was a nice gesture – if only we managed to make this a bigger one.