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MCBIKE. McDONALD'S.
Drive-thru was designed around the car. Cities were starting to move differently.
We didn’t make a campaign about cycling. We made take-out fit the bike.
McBike was a take-out package that clipped directly onto the handlebars, so people already moving by bike could take their meal with them.
I pushed for Medellín because cycling was already part of everyday life there, and traffic made the practical benefit obvious.
With 48 hours before the Cannes deadline and no production setup in place, I worked with DDB Colombia, DDB Miami, and DDB Cono Sur to find the local resources and get it made in time. It made the deadline, was shortlisted at Cannes Lions, and was later produced in other markets
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