McDonald's shows, in the most complete and transparent way, the full production process for their hamburgers, made with select ingredients. The Flash site integrates video streaming technology into an easy-to-use experience to enhance the accessibility and Key messages.

The objective was a reaction to certain communications that tried to discredit the outstanding quality standards and processes of their unique hamburgers. The best way was to open the doors of the meat factory and allow anyone who was interested to visit a virtual set, and witness for themselves the quality, standard and measures, taken in the process of the hamburgers.Target: both McDonald's customers and young kids' parents. Plus, gamers, 16-36 years-old.