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.

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.

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.

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.