The executions aimed to depict beautiful natural environments. When customers placed their McDonald’s food purchases on the tray, it looks as though the packaging was ruining the environment, literally facing them with the harsh impact of what their packaging would become if they didn’t throw it away.

The call to action challenged consumers to take responsibility for their rubbish. The target was to reduce rubbish consumption around participating restaurants. McDonald’s were looking to reduce rubbish surrounding restaurants by 5% and wanted to reduce the number of complaints from local community residents, currently 3 per week, per restaurant.

During the course of the campaign, participating McDonald’s restaurants reported a visible reduction in the amount of rubbish surrounding restaurants and a 25% reduction in complaints. This activity had a positive effect on local media relationships and drove positive PR.