McDonald’s Germany has published a compact version of its sustainability report every year since 2014. Entertaining and easy to understand, it is aimed at teens and twens, who are the restaurants’ core target group. We provided the idea for the implementation and designed the report.
The legendary brown paper bag inspired us for the design concept and the online campaign “#365 reasons for McDonald’s” was also integrated. Instead of boring infographics, we opted for target group-oriented, hand-made illustrations in sketch style.
If you would like to take a look at the results and are interested in what McDonald’s is doing in terms of sustainability, the printed version was available in all restaurants throughout Germany and the online version was accessible to everyone:
