Uploaded July 2015 | Updated September 2026, 12 hours ago
As part of an ambitious global initiative called “I’m Lovin It 24,” where McDonald’s delivered 24 gifts of joy to 24 different cities worldwide in 24 hours, LB/Manila transformed tollbooths on one of Manila’s critical expressways into pop-up restaurants giving away free breakfast items to hungry people. Caught in rush hour and inured to brutal traffic jams, the commuters of Manila were surprised and delighted with a brand act that paid their daily toll for them and started their day off with a meal and an irrepressible smile. The complex logistics involved in taking over critical lanes on one of the country’s busiest highways makes the success of this stunt even more admirable, and the publicity and goodwill earned by McDonald’s on this one single morning will sustain the brand for years to come.
As part of an ambitious global initiative called “I’m Lovin It 24,” where McDonald’s delivered 24 gifts of joy to 24 different cities worldwide in 24 hours, LB/Manila transformed tollbooths on one of Manila’s critical expressways into pop-up restaurants giving away free breakfast items to hungry people. Caught in rush hour and inured to brutal traffic jams, the commuters of Manila were surprised and delighted with a brand act that paid their daily toll for them and started their day off with a meal and an irrepressible smile. The complex logistics involved in taking over critical lanes on one of the country’s busiest highways makes the success of this stunt even more admirable, and the publicity and goodwill earned by McDonald’s on this one single morning will sustain the brand for years to come.
