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 and has been a top-3 ranked agency for the last decade and operates with the strong belief that IDEAS CREATE GROWTH. To make this happen in real life for its local and international clients, TBWA\ has developed and is recognised for its world class brand building and strategic capabilities. TBWA\ is the most integrated communications group in Belgium, bringing many different disciplines together under 1 roof, 1 P&L and 1 culture. These disciplines comprise of in-house strategic advice, advertising, CX design, CRM, media, digital, brand design, public and brand relations, social, event, content & complemented with all related production capabilities. All of this to answer our client’s challenges in a modern, collaborative and comprehensive way.

TBWA\ is the Disruption® Company: the cultural engine for the 21st century business. Disruption® is at the core of TBWA’s strategic and creative development. It is a gateway to great work and unconventional behavior. Disruption is about dismantling the status quo to create opportunities and dramatic business results for our partners.

TBWA was elected Agency of the Year 4 times in the last 12 years and digital Agency of the Year 5 times in the last 7 years. On creative awards, we see them as a great internal motivator and it helps us recruiting new talent. So yes, we’re always in the top 5 in our market. But more importantly, we clearly stand out as the most awarded Effie agency in Belgium: the reason why we were named Effie Beasts last year, as best Belgian Effie agency since the start of the Effies. The Effie Awards honour the most significant achievement in marketing communications: ideas that work. And that’s what we’re all about!


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