Our idea was simple: collect all the data as usual, but use it in an unusual way. We came up with a brand new, innovative design for the corporate responsibility report. The data is presented as graphs that were the blueprint for real, hands-on slides, set up to be played on at McDonald’s restaurants. That’s much better than a PDF nobody ever reads.

Normally, the data collected is used for a typical corporate responsibility report: facts and figures on paper nobody ever reads, or PowerPoint slides nobody ever watches. We wanted to show customers how much better McDonald’s is doing in terms of the environment. So we set up real McDonald’s slides that resembled the graphs of our numbers – going down, of course. The idea was to make corporate responsibility tangible. We wanted it to be experienced by the people we reduce waste for in the first place: children. So slides in the McDonald’s playlands felt perfectly natural.

Not only the children but of course their parents, too, could experience the slide report live at McDonald’s playlands. To be honest, we think it was the first corporate responsibility report that was ever actually read – and by the people it impacts the most.