McDonald’s has created a sign language music video to commemorate the International Week of the Deaf.
In the video Finnish rapper, Signmark, mutes his voice and signs his lyrics by hand.
The idea was dreamt up by creative agency Nord DDB with the aim of raising awareness around deafness and to make people think twice about holding prejudice towards the deaf community.
Creating a sound logo for the burger chain in the process, the campaign will roll out across TV, online video and social media to make sure deaf staff and customers feel welcome in McDonald’s restaurants.
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“As one of the most well-known brands in the world, we can use our scale for good and make a difference,” McDonald’s Finland marketing director, Mats Nyström, said.
“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.”
The news comes weeks after the chain released a heart-warming spot to promote the UK launch of its loyalty scheme, MyMcDonald’s Rewards. Through the new scheme, McDonald’s customers are able to collect one point for every penny spent in one of the chain’s outlets.
