client

McDonald's

about

In 2018, the U.S. was more divided than ever. But as the most democratic brand in the world, McDonald’s set out to show people that sometimes it just takes one small thing to remind us we have more in common than we think. As part of its first brand campaign in over three years, world-renowned photographer Mark Seliger traveled across the country capturing the real portraits and stories of over 70 McDonald’s customers.

From their stories—their favorite McDonald's moments, memories and traditions—customers were paired together based on their unexpected commonalities and curated to create In Common. Purposefully crafted from our packaging, this book is a collection of the moments and menu items we’ve all shared at McDonald’s and serves as a reminder that no matter who we are or where we're from, we all have more in common than we think.