McDonald's: Honor Angus
Thursday morning, September 24, all 13 digital billboards in Kansas City began to display headlines written by local McDonald’s customers for the new Angus Third Pounders. The two-word headlines, along with the names of their authors, cycled in 10-second increments during this 24-hour market-wide roadblock. More than 5,000 customer-written headlines were received online at honorangus.com and via text -- about 2,000 of those ran.
Conceived and executed by McDonald’s regional advertising agency, Bernstein-Rein (Kansas City), Honor Angus is based on the agency’s local Angus Third Pounder launch campaign that featured punchy, two-word static billboards.
See the website: www.honorangus.com
Advertising Agency: Bernstein-Rein, Kansas City, USA
Executive Creative Director: Arlo Oviatt
Group Creative Director: Chris Corley
Art Director: Marie Goodwin
Copywriter: Chris Corley
Interactive Creative Director: Anthony Magliano
Interactive Art Director/Programmer: Travis Beckham
Interactive Copywriter: Aaron Weidner
Web Programmer: Shawn Hill