Frans Kies
Frans Kies
McDonald's South Africa set out to promote Drive-Thru Day and create customer engagement.
As an art director on the project, I collaborated with our copywriters to solve the riddle.
The big idea? A drive-thru isn't a big thing. It's a thousand little things.
Design • Art Direction
Agency: Saathi & Saatchi
We combined common phrases used during a road trip with icons to bring them to life and to make for exciting and relatable reading.
Centered around the concept of a road trip, and everything that goes along with it, we wrote some quirky copy and executed a typographic treatment scattered with a few supporting icons.
A drive-thru isn't a big thing. It's a thousand little things like free apple pie.
Loyal customers deserve treats! We seized the opportunity to create further engagement with our Drive-Thru Day initiative by offering freebies with a breakfast meal to McJozi Value Card holders.
Fun fact, 'Jozi' is the affectionate nickname for Johannesburg.
The billboard copy is targeted to nine to fivers bracing the peak hour traffic.
The flyer design evolved to work as a poster at a bus stop or a series of posters at a train station.
And lovin' it, they did. Thanks to our work, there were some traffic jams at drive-thrus all around town. Oops!