Our approach to the brief was to create a suite of hand-drawn, hand-made illustrations that would act as a backdrop to the questions consumers asked. The graphics we created projected a positive, healthy and hand-made feel which intended to reflect the honest transparency of McDonald's. When placed together these square images formed a quilt of colourful illustrations. The squares were treated with a texture as well as a colourful, natural looking and friendly colour palette.
The campaign included print, television as well as outdoor promoting the 'Our Food Your Questions' website.