A high-impact report with a low-impact footprint
Office
Spain
Services
Reputation & Leadership
Creatividad
Public Affairs
Influence & Content
Influencer Strategy
Diseño
Date
2025
At a time when brands are expected to lead with greater responsibility, McDonald’s Spain set out to go one step further: to communicate its positive impact without creating a negative one. The challenge was clear — how to share the 2025 Sustainability Impact Report in a way that’s creative, authentic, sustainable, and fully aligned with the company’s values.
How can a company talk about sustainability without creating new waste?
Solution
The answer was as simple as it was bold — don’t produce anything new. Together with McDonald’s, we turned the very act of communication into a statement of purpose. Instead of creating new materials, we gave new life to old ones by repurposing billboards from previous campaigns and transforming them into striking urban canvases.
The key messages from the 2025 Impact Report were hand-painted by calligraphy artist Iván Caíña on the reverse side of existing ads. His lettering brought to life McDonald’s environmental, social, and economic achievements — a visual metaphor that connected sustainability, art, and brand values in one gesture.
The campaign launched simultaneously across multiple cities in Spain, surprising pedestrians and media alike. It became a symbol of responsible storytelling — proof that reusing what already exists can inspire a new way to communicate progress.
The campaign was amplified across media, social platforms, and McDonald’s own channels, reinforcing the brand’s leadership in sustainability and corporate reputation. Developed by integrated teams from Marketing Solutions and Corporate Affairs, the initiative brought together strategy, creativity, and reputation under a single powerful idea: saying more by doing less.
RESULTS
