A COVID-era campaign for McDonald's Morocco and Mastercard, turning a hygiene message into a sharp poster series and two shot-by-shot storyboards for contactless payment, in-store and at the drive-through.
McDonald's × Mastercard
Gallery
Challenge
COVID-era health guidance told people to avoid touching shared surfaces, but paying for fast food still meant handling cash or a card terminal. McDonald's Morocco and Mastercard needed a campaign that made switching to contactless feel obvious and appealing, not like a lecture.
Strategy
Lead with one sharp, ownable visual idea rather than a safety checklist, then extend that same idea from print posters into two storyboards covering the two most common order paths: counter service and drive-through.
Creative Direction
A bold red-and-black poster system built around a single visual pun: a mouth and a burger closing together like a contactless tap. Supporting posters paired straight food photography with the card and both brand marks, keeping the message legible at billboard scale or in a social feed.
Motion
Two complete storyboards translated the poster's idea into a proposed video spot, one for in-store and one for the drive-through, both scored around a fun, musical tap-and-go rhythm instead of an instructional tone.
Execution
Delivered as a three-poster print and social system, sized for billboard and feed alike, plus two full storyboards ready to brief into production.
Impact
Add real reach/engagement or campaign results here once available.
Lessons
A hygiene message lands best when it doesn't read like one. The single visual idea in the lead poster carried more of the campaign than the instructional storyboards did.