Title	THE BURGER REPORT
Brand	McDONALD´S GERMANY
Product/Service	ANNUAL REPORT
Category	A05. Use of Ambient Media: Small Scale
Entrant Company	THJNK Hamburg, GERMANY
Advertising Agency	THJNK Hamburg, GERMANY
Advertising Agency 2	LEO BURNETT FRANKFURT, GERMANY

Name	Company	Position
Armin Jochum	Thjnk	CCO
Andreas Pauli	Leo Burnett Frankfurt	CCO
Axel Käser	Leo´s thjnk tank	Executive Creative Director
Maximilian Biedermann	Thjnk	Creative Director
Alexander Müsgens	Thjnk	Creative Director
Dimitrios Arampatzioglou	Leo´s thjnk tank	Art Director
Daniel Gassner	Leo´s thjnk tank	Copywriter
Alexander Wieland	Leo´s thjnk tank	Account Manager
Christiane Seifert	Leo´s thjnk tank	Agency Producer
suedlich-t GmbH	suedlich-t GmbH	Motion Graphic
Benedikt Siegler	suedlich-t GmbH	Composer
Color Gruppe	Color Gruppe	Producer
Exit-Studios GmbH	Exit-Studios GmbH	Audioproduction

Brief Explanation

Corporate Responsibility is an extremely important issue for our client, McDonald’s. But how does one communicate this to the people who are aware of this, but are not necessarily engaged or interested in this? Take our most important partners in Germany, for instance. Our goal was to revamp the often dry contents of the CR Report, and deliver their message in a more entertaining manner.

Results and Effectiveness

We presented the CR Report in easy-to-understand bar-charts, which were also minimalistic representation of the restaurant’s most successful burgers. These diagrams were printed on the packaging of the 6 most important burgers, and were distributed amongst the partners. A QR-code on the box directly linked them to the full report. At the same time we emphasised the importance of CR for McDonald’s by saving 93% on paper.

Creative Execution

We presented the CR Report in easy-to-understand bar charts, which were also minimalistic representation of the restaurant’s most successful burgers. These diagrams were printed on the packaging of the 6 most important burgers and were distributed amongst the partners. A QR-code on the box directly linked them to the full report online.

Insights, Strategy and the Idea

The target audience was select business partners of our client McDonald’s. We incorporated the most important information from our CR Report with the one thing our partners are interested in: our burgers. After all, these core products make up the foundation of each individual franchisee’s income. In addition, we literally divided the report’s key data into portions in a truly innovative way: the McDonald’s Burger Report. A CR Report printed on McDonald’s original burger packaging.