McDonald's Recycling Books

Escape into digital paper-craft worlds

Hattie and KITCHEN worked with McDonald's Germany and Scholz & Friends Hamburg for their 'Recycling Books' campaign. The aim of the creative is to communicate the wonderful imaginary worlds children can escape to when they read.

The first part of the project was for Hattie to design a Happy Meal box and other promotional material for the campaign in which books made from 40% recycled cups are the featured ‘toy’ in the meal. The second aspect was the film which was designed in Hattie’s signature hand-crafted paper style, and then recreated digitally and animated by KITCHEN.