McDonald’s is available for delivery on DoorDash – and also on DoorDash’s two main competitor apps. The brief was to distinguish DoorDash from the pack, prompting people to instinctively choose DoorDash when ordering their go-to McDonald’s meal.

To get people thinking DoorDash-first when craving a speedy McDelivery, we leveraged the language of iconography that McDonald’s has built with its famous sandwiches. We took some of the most beloved, best-known menu items and elongated every ingredient across horizontal media placements to create the effect that they’re on-route orders whizzing by. Courtesy of DoorDash, the instantly-identifiable Big Mac, Egg McMuffin and McChicken move at the speed of light. This simple abstraction demonstrates how DoorDash can deliver your favorite fast food even faster.

We let the idea inform the media

We launched with a takeover in Union Station – one of North America's busiest transit hubs – with further placements in high-traffic, fast-paced areas of Toronto such as the Eaton Centre and Yonge-Dundas Square. This aligned the fast-moving food with commuters who were also whizzing by, further evoking a sense of movement from the billboards. The beauty of speedy delivery was designed to stop on-the-go commuters in their tracks. In this contextual framing, the motion blur effect is exaggerated against the rush of people around. With this campaign, we demonstrated that as speedy as you are, DoorDash is speedier.

We created an eye-catching series of posters meant to stop on-the-go pedestrians in their tracks. Faster Food not only made people pause– it got them pausing long enough to engage with the posters by sharing them online. They appeared everywhere from Reddit forums to design magazines (such as It’s Nice That, Creative Bloq and Design Taxi), sparking discussions in and out of the ad world on clever strategy and the power of ads to be “a feast for the eyes”.