You know what sucks? Being stuck in bumper to bumper traffic, counting the seconds.

What doesn’t suck? Adding just a minute or two to your commute, but totally transforming your drive with a delicious feed.

How we did it

We found New Zealand’s busiest commutes then combined traffic data with live wait times from the nearest Drive Thrus. These data sets were shown on billboards across the nation, inspiring hungry drivers everywhere.
If Drive Thru times went over four minutes, the billboards dropped out of the rotation until things eased up. And we even targeted some road-trip routes on public holidays, to make our extra minute look extra small.