Using live traffic conditions and Drive Thru data, we created dynamic billboards that appeared near Macca’s locations during peak traffic times. These billboards displayed how many minutes a detour for Macca’s would add to, a commuter’s journey (often just two or three).

Visually, the campaign embraced Macca’s evolving design language: colourful, playful, and hand-crafted. We combined bold illustrations with a nostalgic flipboard-style timer, evoking both digital immediacy and analogue charm. With a hint of delicious fantasy magic from that place we all go to when we bite into our
favourite Macca’s treats.

Displayed around the country in strategic locations, the OOH is engaging, relevant and live. It demonstrated how data-driven design can be warm, how utility can feel beautiful, and how even small creative gestures can shift a person's day for the better.