McDonald's "trust the tree" by Leo Burnett

McDonald’s continues its quest to convince consumers that it is a force for good with an ad about only partnering with caring farmers. Leo Burnett created the spot, which tells the story of a chicken farmer who plants trees so that his poultry can shade themselves from the sun. It is the second instalment in the campaign, which McDonald’s hopes will inspire more trust in the fast-food brand. The work was written by Jon Fox, art directed by Rik Brown and directed by Joshua Neale through Smuggler.