Celebratin’ Lovin’

To support Pride Festivals around the UK, we changed the end line of the world’s most iconic brands.

McDonald’s is a brand that is all about inclusivity.

But how does it show it’s support and celebrate the LGBTQi community during Pride in an authentic way?

How about changing the world’s most iconic tagline?

To demonstrate McDonald’s support as an ally of the community, we made ‘I’m Lovin’ It’ more about ‘lovin’ than it has ever been before.

The work ran in tube, train and bus stations surrounding UK Pride Festivals and was distributed across McDonald’s Facebook, Instagram, Twitter and Snapchat channels, geo-fenced to the parade locations in London, Brighton and Manchester.



John McClure

Creative & Copywriter

Elliott Starr

Creative & Art Director

Laura Clark


Zoë Lynch


Laura Botten


Phil Harris

Account Manager

Samira Bouazza-Marouf

Graphic Designer

Lee Pitman

Head of Design

Michael Ballantyne