Life isn’t all sunshine and roses. Sometimes there’s rush hour traffic, boring meetings, and lousy first dates. But there’s one thing that can improve them all: McDonald’s fries.

McDonald’s needed to increase restaurant visitors. Our creative enticed people to visit by illustrating how a simple stop at McDonald’s and some french fries could make almost anything better.

Our campaign launched with roadside executions, highlighting some of the more common negative situations drivers might find themselves in, and positioned McDonald’s fries as the way to reframe those situations into something more optimistic and positive.

We placed multiple contextual, location-specific OOH with headlines referencing the woes of long cab rides, annoying family road trips, and never-ending gridlock.

Then, we used McDonald’s fries to strike out negative words in our headlines – changing the pessimistic tone to something more hopeful and optimistic. Sure, fries can’t make traffic go away, but they can make being stuck in it a whole lot more enjoyable.

This campaign just launched in March 2024. We are awaiting results in the upcoming months.