For Popeyes 12-Hour Drive-Thru, we took a digital menu board normally found at Popeyes and installed it along a desolate stretch of Interstate 10 in the West Texas desert. This made for an arresting, impactful visual.

The board really worked, allowing people to place orders through a talk box, just like at a regular drive-thru.

Then fans drove 12 hours to the flagship Popeyes in New Orleans, Louisiana, while we marinated their chicken.

Drive-thrus are an American fast-food staple, allowing guests to order and pick up food without getting out of their cars.