Today, a significant portion of lunches is consumed in offices. This habit is making workplace-focused campaigns more prominent in brands’ communication strategies. Drawing inspiration from this behavior, McDonald’s has developed a new campaign.

The campaign was entirely conceptualized around office aesthetics. The visuals were produced using a photocopier, and the menus were deliberately given an “office-work” look. This way, the message and the medium were unified within the same design language.

The photocopier system was then transformed into a media channel. The prepared content was sent directly to office workers via a single email from a database. Users checking their inboxes unexpectedly encountered the campaign.