McDonald’s LGBTQ+

“Our Happy Place”

I had the honor of creative directing McDonald's first live-action spot for the US LGBTQ+ community, alongside an almost entirely queer cast, crew and group of creatives.

The Insight
McDonald’s is where all pretenses fly out the window; it’s where you can be yourself and spill some tea, no matter your background, race, sexuality or gender identity.

Our Goal
Show that, beyond just delicious food, McDonald’s is a place where every member of the LGBTQ+ community belongs.

The Idea
When it comes to LGBTQ+ allyship, you can’t just say it—you’ve got to show it. That’s why, in addition to McDonald’s partnership with LGBTQ+ organizations such as Out100, HRC and Revry, we created a semi-docustyle spot with real McD’s fans showing real McD’s love.

The Spot

Following up on McDonald’s overarching “Community Connections” campaign, which featured real consumer stories anchored around McDonald’s as a place where people come together, we discovered five friends who play kickball with the Varsity Gay League. Though they met over kickball, they deepened their friendships by pregaming, post-gaming, and sometimes in-between-gaming, at McDonald’s.

Social media

We leveraged McDonald’s irreverent social tone to amplify the campaign across social media, with a 15-second cut across Twitter, Instagram and TikTok.

McDonald’s brand uplift immediately exceeded expectations among the LGBTQ+ community. The campaign launched in June 2022 (just in time for Pride) and was featured prominently across social and on Revry, an LGBTQ-first global streaming network.

Want to see what else we did in 2022?

CREDITS:
Agency: Walton Isaacson
Partner: Aaron Walton
Head Of Production: Shauna Williams
Executive Creative Director: Ricardo Trejo
Creative Director/Copywriter: Humberto Belli
Sr. Art Director: Andrea Loza
Producer: Elsa Rubalcava
Production Company: Honor Society LA
Director: Molly Schiot
Director of Photography: Mego Lin