An island famous for eating red lights started eating at them.
In Puerto Rico, running a red light is colloquially called comerse la luz, or "eating" the red light. When a new law toughened penalties, the whole island was suddenly talking about red lights. McDonald’s saw a chance to reframe the most annoying moment on the road into one worth enjoying.
We placed billboards at busy intersections just minutes from McDonald’s drive-thrus, shot from the red light’s point of view: drivers happily waiting with fries in hand. The message turned a stop into a craving, and the drive-thru around the corner into the natural next move. Suddenly, a red light became a McDonald’s occasion.
2M
Vehicles reached daily
84.5%
Of the island’s drivers exposed
+11%
Drive-thru orders at participating locations