Brief

McDonald’s uses real people in real life situations to challenge preconceptions about the company in its new corporate brochure, created by Paper White. The brochure is aimed at politicians, journalists, charities and environmental organisations. It ‘depicts scenes you would not normally expect to be associated with McDonald’s’, says a Paper White spokeswoman. The publication is divided into ten sections, covering the ten primary areas of the client’s business activity. The photographer for the brochure was Alwyn Coates.