We Are Unlimited’s (Unltd) partnership with McDonald’s began in late 2016, after a national meeting of the restaurant chain’s owner-operators. Having discovered the large amount of women running McDonald’s franchises, Unltd approached McDonald’s, wondering why the brand had not found a way to celebrate and promote this fact. McDonald’s thought it was a pertinent question, and asked Unltd to create their own brief to address it.
The brief that Unltd came up with challenged them to ‘Find a meaningful moment in time to honor the women of McDonald’s, past and present, celebrating their personal stories and the contributions they’ve made to their communities, the company, the brand and beyond.’
Toygar Bazarkaya, Chief Creative Officer at Unltd, says his team were excited and anxious due to the size of their new client, and their place in culture: “The brand are often seen as the source of many ills. Coupled with the fact it is culturally pervasive (they are everywhere!), but not culturally relevant.” But the potential impact was too large to ignore, “…we knew if we could get people to look behind the M, they’d see that McDonald’s have nurtured one of the most diverse workforces on the planet.”