The McDonald’s brand book was the culmination and celebration of an extensive strategy venture which focused on bringing back the magic for staff, crew, and customers alike. The result was an all-singing, all-dancing, larger-than-life case bound book. The entire piece centres around Dedicated to Enjoyment, and set out to capture a unique brand experience through the notion of Showtime. The book is a fully engaging, interactive piece, which aims to live far beyond the shelves of the Macca’s staff room.