![We combined common phrases used during a road trip with icons to bring them to life and to make for exciting and relatable reading.](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572557530675-8BVQUVIEAOM4LND2PJE3/01-0-mcdonalds-icons-5.jpg)
McDonald's
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
![01-2-mcdonalds-screen.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572559064880-4DDHU3TAUHX11GJXEEFC/01-2-mcdonalds-screen.jpg)
![01-0-mcdonalds-icons-1.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572557529288-Y0LL4ZEWH3Q2DCVB75DA/01-0-mcdonalds-icons-1.jpg)
![01-0-mcdonalds-icons-2.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572557529491-M5W71IAD0P7X36MMUVTR/01-0-mcdonalds-icons-2.jpg)
![01-0-mcdonalds-icons-3.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572557529943-DPD58DO7D3IHJWPBGDCD/01-0-mcdonalds-icons-3.jpg)
![01-0-mcdonalds-icons-4.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572557530110-HSBJJYZFH5GLTRGOO4QJ/01-0-mcdonalds-icons-4.jpg)
![We combined common phrases used during a road trip with icons to bring them to life and to make for exciting and relatable reading.](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572557530675-8BVQUVIEAOM4LND2PJE3/01-0-mcdonalds-icons-5.jpg)
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.](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572559067790-X3NZEU2RQMMZLFMSQJER/01-3-mcdonalds-flyer-1.jpg)
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.](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572559068977-YT4RP0PYFXNP1WNA2L6U/01-3-mcdonalds-flyer-2.jpg)
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](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572560066019-5G5UH9LAWVIDBGFZPLUN/01-7-mcdonalds-mcjozi-value-card.jpg)
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.](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572560066436-VZRGYBSU527BQQFPHOFA/01-4-mcdonalds-billboard-1.jpg)
The billboard copy is targeted to nine to fivers bracing the peak hour traffic.
![01-9-mcdonalds-poster.jpg](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572560069191-J2T2WZAP1PCC2SSEAAZY/01-9-mcdonalds-poster.jpg)
![The flyer design evolved to work as a poster at a bus stop or a series of posters at a train station.](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572560063983-9O4N17Q09F2NM94LLF06/01-6-mcdonalds-triptich.jpg)
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!](https://images.squarespace-cdn.com/content/v1/5da5ff0d53f9b5675d72fe25/1572560066639-UBK7SSPOED62B41L37Z2/01-8-mcdonalds-logo.jpg)
And lovin' it, they did. Thanks to our work, there were some traffic jams at drive-thrus all around town. Oops!