MCDONALD'S SHADOWS

TitleMCDONALD'S SHADOWS
BrandGOLDEN ARCHES DEVELOPMENT CORPORATION
Product / ServiceMCDONALD'S DRIVE THRU
CategoryB03. Posters
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Idea Creation TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Production TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES

Credits

Name Company Position
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
Billy Samson TBWA\SANTIAGO MANGADA PUNO Executive Creative Director
John Ed De Vera TBWA\SANTIAGO MANGADA PUNO Creative Director
John Ed De Vera TBWA\SANTIAGO MANGADA PUNO Creative Director
Niño Carlo Reyes TBWA\SANTIAGO MANGADA PUNO Creative Director
James Mendoza TBWA\SANTIAGO MANGADA PUNO Associate Creative Director
James Mendoza TBWA\SANTIAGO MANGADA PUNO Art Director
Niño Carlo Reyes TBWA\SANTIAGO MANGADA PUNO Copywriter
John Paul De Luna TBWA\SANTIAGO MANGADA PUNO Account Director
Krizia Bengala TBWA\SANTIAGO MANGADA PUNO Account manager
Dennis Carlos TBWA\SANTIAGO MANGADA PUNO Producer
Bianca Bunagan TBWA\SANTIAGO MANGADA PUNO Producer
Dennis Perdigon TBWA\SANTIAGO MANGADA PUNO Final Artist
Paolo Gripo Prop-Up Photography Photographer

Background

When the pandemic struck, the Philippines was placed under the world’s longest lockdown. A lot of establishments were either closed down or were limited in its operations. With the transport sector also operating in a limited capacity, more people went around in bicycles. This led McDonald’s to rebrand their Drive Thru as Ride Thru, a term that’s more welcoming to 2-wheeled commuters. With a budget of Php150,000, we were tasked to design a series of 50x60ft standard billboard sized outdoor store posters for selected stores in Metro Manila. These materials were made to help create more awareness for Ride-Thru and increase the number of cyclists that visited the stores.

Describe the creative idea (40% of vote)

To further promote McDonald’s Philippines’ pivot towards the two-wheeled community, we designed a series of large outdoor posters that would be situated by the Ride Thru area of selected stores. With Ride Thru, McDonald’s was moving out of the shadow of traditional Drive Thru, pushing a service that would be more inclusive to all kinds of motorists, particularly, cyclists. These posters were designed to feature bicycle wheel shadows that form the brand’s famous arches. These were achieved by playing with the angles that would create the desired shadows, using only natural light. These creative layouts were created to attract cyclists on the road—commuters, delivery riders, hobbyists, and bicycle clubs.

Describe the execution (40% of vote)

The materials were designed to take advantage of the boom in bicycle commuters after the pandemic lockdown limited many major transport options. Installed by the Ride Thru lanes of selected McDonald’s stores, these posters were designed to feature bicycle wheel shadows that form the brand’s famous arches. These were achieved by playing with the angles that would create the desired shadows, using only natural light. The final photo would strongly capture the brand’s welcoming stance towards bicycle riders.

List the results (20% of vote)

The materials helped create awareness for Ride Thru among the two-wheeled riding community and helped increase store visits, particularly among bicycle commuters. This encouraged the brand to also post them on its social media pages.

Links

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