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 turned to alternative transportation like bicycles, motorcycles, skateboards and others.

This led McDonald’s to rebrand their Drive Thru as Ride Thru, a term that’s more welcoming to all kinds of 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 alternative transportations that visited the stores.

To further promote McDonald’s Philippines’ pivot towards the two-wheeled community and other modes of alternative transport, a series of outdoor posters were designed to be situated by the Ride Thru area of selected stores and on selected LED billboards. 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 commuters.

These posters were designed to feature bicycle, skateboard and carriage 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 and welcome cyclists, skaters and other kinds of transport.

The materials were designed to take advantage of the boom in bicycle commuters and other forms of transportation that people took when the pandemic lockdown limited the mainstream transportation options.

Installed by the Ride Thru lanes of selected McDonald’s stores and on selected LED displays, these posters and billboards were designed to feature 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.

The materials helped create awareness for Ride Thru and helped increase store visits, especially among commuters taking alternative transportation. This encouraged the brand to also post them on its social media pages.