We have been looking at the attempts of McDonald’s at trying to prove that they are green, edible, clean and beautiful. Most of the time, the attempts are successful, and of course every adult can decide what he or she wants to consume.
This time, the campaign created by Leo Burnett focuses on the ingredients without brand names, which is, let’s face it, not something many could afford.
The message is simple: nothing else, just the ingredients. With Helvetica and the appropriate colors. The antecedent of the project is the Type Sandwiches project of designer David Schwen from 2011, and the McDonald’s campaign in Dubai in 2015: