People love eating at McDonald’s, but nobody likes queuing to order: choosing with all those people behind you and a crewmember in front of you is stressful. Using a self-order touchscreen kiosk takes that stress away. You don’t confront a crewmember, you go at your own pace, you can change your mind, … it’s so much easier and relaxing. Plus you pick up your food at a separate ‘quick’ counter.

The main visual shows one of McDonald’s iconic products, which are visualized using fingerprints. The shape is a little messy, as if naturally finger-painted, but the product is still very recognizable. The lighthearted presentation of the product causes immediate likeability, very much in line with the overall tone of voice of the brand.