In 2022 I was as asked to help art direct a video about the partnership between McDonalds and DDB to create a case study that would highlight how the fast food giant had changed its outlook and perception. The video included four main points: sustainability, diversity, equity and inclusion, and how McDonalds' changes have affected customers' mindsets.
McDonald's has taken steps to reduce its carbon footprint by installing charging stations across the Nordic region, and it has also developed Equal—a first-of-its-kind packaging that allows disabled customers to be more self-sufficient. The company is also working toward making all of its packaging 100% recyclable by 2025.
Finally, through changing its iconic logo from "M" to "W" for International Women's Day last year, McDonald's helped highlight how women are making an impact on society.
This is the story we created.