Iconic “I’m Loving It” sonic logo translated into sign language for McDonald’s TV ad


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McDonald’s has taken steps to promote inclusivity and raise awareness of hearing impairment, deafness and sign language in a recent video campaign by collaborating with agency, Nord DDB, and Finnish deaf rapper, Signmark.

The brand translated its popular “I’m lovin’ it” sonic logo into sign language, turning it into a sign language-based song titled “Something Bigger (I’m lovin’ it).” The song’s music video, directed by Woodpecker’s Jaakko Itäaho, featured as a shorter TV commercial and in full version online (video below).

Signmark aimed to visually represent the positive feeling of the brand’s jingle in a fun and engaging way through sign language. The initiative is part of McDonald’s “togetherness” platform, an effort to promote equality and inclusivity. As part of this commitment, McDonald’s Finland already employs individuals who use sign language and is making efforts to better serve sign language users as a service provider, including through digital kiosks and other digital services.

Mats Nyström, Marketing Director at McDonald’s Finland: “As one of the most well-known brands in the world we can use our scale for good and make a difference… In today’s world, inclusivity is more important than ever. This co-operation with Signmark is a great example of how we live our values and showcase the importance of inclusiveness and togetherness that always starts with understanding.”