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