McCANN Proud Group
Challenge:
McCANN Mexico is an agency that works hard to be inclusive and diverse, but sometimes this is not visible. How could we show this vision to other brands, external collaborators, and our own co-workers?
IDEA
We changed the name to Mccann World Group to show how diversity and inclusion are at the root of this agency. This is how Mccann Proud Group was born as an umbrella concept that is still valid today and that, although it was only intended for Mexico, it had a global impact.
What we did?
First, we changed the name from McCANN World Group to McCANN Proud Group. And then we took other initiatives to show how we are living in a diverse and inclusive company.
1. We invited the entire agency to put a color filter on the avatars of the teams they most identified with. This way, when they got together they formed the whole rainbow.
2. In every client meeting, McCANN Proud Group's colors were revealed as a statement.
3. We modified the McCANN Proud Group logo and published it in the media to show ourselves as a pro-inclusion agency.
Manifesto:
Come out of the color gray with courage.
Be the crystal through which the light refracts.
Become a color
or more,
be your own range.
And be proud of yourself and the other colors.
Here you can be whatever you want,
and show your brilliance without any prejudice.
For together we make the whole rainbow.
This is the truth and today it will be well said...
McCANN Proud Group.
