McDonalds and TBWA\Paris have promoted the appeal of table service and door-to-door delivery in France. Now they’re reminding people of the joy of a historic Macca’s feature – the drive.

The new campaign by TBWA\Paris is a series of pictures that recall the joy of the Drive – that “small moment of happiness when life can be rude sometimes,” TBWA\Paris notes.

The campaign, Happiness on the way, starts from a McDonald’s insight – “when we take the road after a bad day or on a long journey, going through McDrive feels like a moment of comfort and gives us a smile back.”

The quirky illustrative treatment turned the road into a smile, added clouds to reference a face and infuse the campaign with humour and lightness. It is running in OOH in every major French city.

Credits:

Agency: TBWA\Paris

Executive Creative Directors: Faustin Claverie & Benjamin Marchal

Art Director: François Claux

Copywriter: Swann Richard

Illustrator: Chloé Azulay

Account Management: Luc Bourgery, Jonathan Serog, Julie Montagne & Solène Pilliard

Client: McDonald’s

McDonald’s Team: José Jacinto, Emmanuel Paon & Alexandra Dedieu