The McWalk

CLIENT: McDonald Nederlands

PROBLEM: How to use the Nijmeegse Vierdaagse, 4 days walk in the South of Holland, to enhance brand image of McDonald

 IDEA: Let's change the McDrive on the route to McWalk

MY ROLE: concept + art direction

The Nijmegen Four Days Walk is the 4 days festival of hiking. Thousands of people walk up to 80 km during those 4 days. 

To celebrate hiking, we wanna turn the McDrive into the McWalk. We invite hikers to walk extra 150m to score a free portion of McNuggets... ...And something extra!

Location

The ideal location is a McDonald's in Malden. This McDonald's is located directly on the route of the Walk. The road is closed for the normal traffic. The McDrive cannot be used by cars during the Walk anyway. 

Estimated extra distance: +150 meters

McWalk - Entrace

To the McWalk we go through a McWalk gate. We clearly see that your route will be +150m longer ;)

Road sign

We invite hikers to do a +150m detour and get a delicious surprise.

The McWalk Medal Pin

Everyone who goes through the McWalk gets a McWalk Medal Pin together with the Nijmegen Four Days Walk Medal. A nice souvenir for that extra 150 meters!