“Soy Especial”

Demonstrate through real stories that McDonald’s is a company where there is an opportunity to build a lasting professional career.

Hispanic pride is rooted not only in cultural identity, but also in being part of something bigger.

We reinforced the Latino brand through employee stories of personal success by focusing on the similarities that are both uniquely Latino and McDonald’s to create a meaningful connection with the audience.

The “Soy Especial” print campaign told the personal stories of three McDonald’s employees, capturing both their Hispanic identity and their lives as thriving members of mainstream culture.