Black Panther film was a cultural reset for the world, and meant something special for people of color. For the first time, kids saw superheroes that looked like them. Unfortunately, Black families rarely go to see movies in the cinema due to costly film tickets, and “cinema deserts” in Black neighborhoods.

As a brand for everyone, McDonald’s wanted to use its scale to drive change. So, we partnered with Disney and Marvel to bring the Black Panther: Wakanda Forever message of positive representation to Happy Meals. So, every kid, in every neighborhood could see it, play with it, be inspired by it.

It gained 1.9 billion earned media impressions, And most importantly, McDonald's efforts to lift up diverse voices were heard as Black earned media placements exceeded McDonald's goals by 460% and overall earned media placements exceeded McDonald's goals by 740%.

Recognition: The Drum U.S. Ad of the day, Covered in Hypebeast, AdAge, The Deadline, and Thrillist.