Created as an imagined long exposure shot, the lights of cars on the road together make up the icon of a burger.

BRAND RELAVANCE: to encourage traffic at the McDrives, we bring together cars and the iconic product in an inseparable way.

TARGET AUDIENCE: Drivers who pass in the vicinity of a McDrive, where the billboards were strategically placed.

The lights are photographed, while the environment is built in CGI. The development of the execution was one where the agency and the production studio worked hand in hand.

The billboards were placed near McDrives, next to the Hungarian highways and in the outskirts of the city.

The campaign provides high level of branded memorability through stand-out. In the first 2 weeks, it resulted in a growth in McDrive customer count by 2,5%.