FEDERICO ZAMPONI

MCBIKE

McDonald's wanted a more health-conscious and contemporary image at a moment when cycling was becoming increasingly visible in cities, while the traditional drive-thru remained designed exclusively around cars.

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The answer was not another campaign about bikes. It was a product: McBike, a take-out package designed to clip securely onto a bicycle's handlebars, allowing a meal to travel the way a cyclist already moved.

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Simple, functional and built into the packaging itself, the idea turned an everyday utility into a story capable of traveling across markets.

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I championed Medellín as a key location because I believed its cycling culture, traffic conditions and evolving urban mobility could give the idea greater strategic relevance and a more powerful context. Working across DDB Cono Sur, DDB Colombia and DDB Miami, I aligned three offices, secured local approvals and produced the activation on the ground, adapting quickly to an unfamiliar market and delivering within 48 hours of the Cannes Lions deadline.

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The work was entered in time and recognized at Cannes Lions, and the idea went on to be produced in additional markets. McBike showed how a simple product innovation could make the brand useful, culturally relevant and capable of traveling further than a conventional advertising campaign.