Together with McDonald’s, we present “The impact report made with the least impact.”

At a time when brands are called upon to act more responsibly than ever, the way they communicate their positive impact also matters. Because talking about sustainability, social commitment, or economic impact cannot be done while turning a blind eye to those same principles.

With this premise in mind, we have developed “The impact report made with the least impact”, a new campaign in collaboration with McDonald’s Spain, which is committed to consistent, innovative, and environmentally friendly communication. This initiative marks the second collaboration between the two companies in the field of corporate marketing, consolidating a relationship based on strategy, creativity, and purpose.

The campaign starts from an obvious but rarely addressed contradiction: How can a company communicate its positive impact without generating additional negative impact?

In many cases, sustainability reports or responsible communication campaigns involve the creation of new materials—graphics, media, promotional elements—which inevitably have an environmental cost. In this case, we decided to break with that logic and apply a more innovative and sustainable approach.

Instead of producing new pieces, we reused advertising materials from previous campaigns. Specifically, we gave new life to media installed on bus shelters.

Renowned calligrapher Iván Caíña was commissioned to reinterpret these spaces, transforming them into urban canvases that convey the key messages of the company’s impact report. A visual and creative metaphor for the campaign’s own approach: turning the established order upside down to find new ways of communicating.

A campaign created by integrated teams. The creation and execution of this campaign was made possible by combining our Marketing Solutions and Corporate Affairs capabilities, which allow us to design creative and strategic proposals.

The campaign featured the outstanding participation of Arturo Pinedo, partner and Chief Client Officer; Julio Alonso, executive creative director; Patricia Cavada, senior director of Brand & Ad Europe; and Pedro Arbide, manager of Corporate Affairs.

“The impact report made with the least impact” is a campaign that highlights consistency as the driving force behind corporate communication and shows how responsible creativity not only generates awareness but also reinforces the brand’s purpose.

In an environment saturated with messages, deciding what not to say, what not to produce, and how to reuse what already exists is also a powerful statement.