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The trend towards making media and marketing more accessible and inclusive is growing internationally, as brands look to widen their audience and customer bases. As part of this move, McDonald’s Finnish restaurants have launched a new campaign led by a sign language jingle from deaf rapper Signmark.
Released during The International Week of the Deaf, which began on September 18, the spot includes a 3 minute and 14-second music video for the song “Something Bigger (I’m Lovin’ It)”—alongside a 30-second edit.
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