By John Glenday | Reporter

September 23, 2022 | 2 min read

McDonald’s has proven innovation is still possible in the fast food space with the release of a music video ’sung’ in sign language.

The novel approach to music sees rapper Signmark mute his voice and present his lyrics by hand to mark the International Week of the Deaf.

Conceived by Nord DDB to raise awareness of deafness, the YouTube presentation sees the burger chain team up with the Finnish artist to translate its sonic jingle into a fully inclusive sound logo.

By opening people’s eyes to the prejudices faced by people with hearing impairments, the campaign furthers McDonald’s mission statement to promote equality within its restaurants and beyond.

Promoted across TV, online video and social media, the campaign showcases efforts to ensure deaf staff and customers are made to feel welcome.

Not averse to thinking outside the box, Nord DDB has previously given us a ’bee hotel’ billboard; an honest take on McDonald’s litter problem and the world’s smallest restaurant, McHive.

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