TBWA\Belgium and McDonald’s Belgium redesign rainbow flag using packaging

Last Saturday, 18 May 2019, once again 100.000 people came to Brussels to celebrate the Gay Pride.

For this event, McDonald’s redesigned a rainbow flag, using their iconic packaging. Put together Big Mac, McNuggets, Veggie Deluxe, Royal-O-Fish and Royal Deluxe and you’ll get all six colours of the rainbow.

Athina Manirakiza from McDonald’s Belgium: “Everybody is welcome in our restaurant, regardless their origin, age or sexual orientation. Diversity has become a reality in society, but inclusion is a decision. That’s what we wanted to stress with this special flag. We wanted to support and encourage the LGBTI+ community in Belgium.

“It’s important to us to stress that inclusion is in the McDonald’s DNA, not only during the Pride, but 365 days a year. The use of the iconic products and their packaging seemed like the perfect way to celebrate inclusion and show people what McDonald’s is really about’, says creative director Jeroen Bostoen from TBWABelgium.

The flag was displayed on posters in Brussels Central Station, on window posters in the Brussels’ restaurant and – of course – as a real flag on the Pride itself.


Campaign Title: Good moments for everyone
Creative Director: Jeroen Bostoen
Creative Team: Anke Verhaegen, Sofie Gilliams
Account team: Tom Eilers, Brit Verschuren
Design: Sébastien Bontemps
Client: McDonald’s - Athina Manirakiza

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About TBWA\Belgium

TBWA is not an advertising agency nor a marketing consultant. As The Disruption® Company, it profoundly believes in the power of creativity as an engine for the growth of brands and businesses. It offers integrated services from business and marketing strategy to user-experiences, product innovation, iconic branding, smart media, corporate reputations, and impactful campaigns. All integrated in a full-service proposition across the entire marketing value chain.  

TBWA sees the world through the eyes of Disruption®, a proven collaborative business tool to create step-changing growth. The methodology has a proven track record of business, marketing and communication disruptions created and implemented together with TBWA’s clients. 

TBWA is a global agency, but its approach and entrepreneurship are deeply rooted in the local Belgian market. With over two decades of experience and steady management, TBWA has demonstrated steady growth, robust performance, and strong commitment to Belgian brands and businesses such as Telenet, Delhaize, McDonald’s, D’Ieteren, Lotus, Engie, ING, NMBS, Barco, VRT and counting.  

TBWA measures its success by the growth and success of its clients. Together TBWA and its clients have won 19 Effies over the past 10 years and was awarded Effie Beast (as most rewarded company since the launch of the awards) in 2019.    

The biggest force of TBWA Belgium is its 200 creative minds, with diverse talents and skills, including strategic business and marketing skills, creative craft disciplines and a 70-headed in-house multimedia production unit. All of them work together collaboratively and multidisciplinary to turn ideas into reality with and for clients.  

TBWA is part of the TBWAGroup, a local holding consisting of TBWA and its sister agencies De Vloer and DDB. TBWA Belgium is part of TBWA Worldwide and Omnicom.