CANNES, France—Advertisers are pretty obsessed with cycling lately, judging by a number of remarkable campaigns that have been entered in the Cannes Lions festival here. (Look for a couple of bike-related ideas to win Lions at Monday night's award show just a few hours from now.)
Now, McDonald's is climbing aboard with a neat packaging idea aimed at cyclists.
Tribal Buenos Aires in Argentina came up with the McBike idea, which was implemented first in Denmark, oddly enough, but seems to be spreading quickly around the globe. And while it's a bit weird to take any kind of health-lifestyle advice from McDonald's, it feels less gratuitous when it's tied to service-based outreach like this.
Now they just need a proper bike at the drive-through.
CREDITS
Client: McDonald's
Agency/Idea: Tribal Buenos Aires, Argentina
Creative VP DDB Group: Hernan Jauregui
General Creative Director: Walter Ioli
Account Director: Sebastian Zuddio
Creative Directors: Leo Orsolini, Juan Calvo
Account Supervisor: Gonzalo Semperena
Digital PR Manager: Florencia Lujani
Social Media Manager: Gabriela Fernandez Sanchez
Advertising Agency / Execution: DDB, Copenhagen, Denmark
Client Services Director: Thomas Sonberg
Art Director: Kasper Dohlmann
Copywriter: Clara Therese Prior-Knock
Final Artwork: Dorthe Gerhard
Account Manager: Katja Thorhauge