McDonald’s made a major play to celebrate International Women’s Day this year, taking its famed golden arches and turning them upside down across social media and at an owner-operated location in Lynwood, Calif.

“In celebration of women everywhere, and for the first time in our brand history, we flipped our iconic arches for International Women’s Day in honor of the extraordinary accomplishments of women everywhere and especially in our restaurants,” Wendy Lewis, McDonald’s chief diversity officer, said in a statement.

Lewis also penned a medium post on the subject of women’s rights.

Outside of the one physical location where McDonald’s has flipped its logo upside down to celebrate women everywhere, the brand is also rolling out limited time “W” packaging and crew shirts and hats across 100 U.S. locations.

McDonald’s also released a short video honoring women who have played a part in the brand’s history. The spot focuses on Patricia Williams, owner of the McDonald’s restaurant where the logo has been temporarily flipped upside down.

The move has sparked a lot of debate on social media, with many championing McDonald’s for its clever marketing, done in partnership with agency We Are Unlimited.

“This idea is as simple as it is bold, asking for nothing less than the impossible. I couldn’t be more proud of our clients for making this a reality, and the whole team is honored to help bring the idea to life. On this day this is an amazing way to celebrate the women of McDonald’s, both present and past, whose contributions have made the company what it is today,” Toygar Bazarkaya, chief creative officer of We Are Unlimited, said in a statement.

Find the original article here: