McDonald's: Piccadilly signs
The McDonald’s giant interactive LED billboard at London’s Piccadilly Circus was created to do more than just sell burgers, It is an interactive poster allows the 34 million people that pass it every year to actually live the brand’s value of Simple Easy Enjoyment. Using a series of 40 second iconic still and moving images, people can take pictures of them with our poster as a backdrop and create a fun photo of them appearing to wear or do something. The digital technology allows us to display a variety of creative executions - London-centric (e.g. bowler hat), seasonal (e.g. umbrella) and tactical (e.g. Mother’s Day, Halloween). Already in the short time that the poster has been live, a Flickr group has been created and when you go down to Piccadilly Circus you’ll now see people striking strange poses as they manoeuvre into position for their perfect shot.
Advertising Agency: Leo Burnett London, UK
Creative Director: Jonathan Burley
Copywriters / Art Directors: Garry Munns, Monty Verdi
Photographer: Tiff Hunter
Agency Producer: Claire Taylor
Post Production: The Moving Picture Company
Director: David Haupt
Producer: Lieanna Campbell
13 Comments
Very cool
How are people supposed to know they can interact with it? As far as I can tell there is no copy or call to action, just the McDonalds logo with random imagery.
This is not only generic, but completely irrelevant. Even if people understood the purpose of the billboard (to take interesting photos?), there is still minimal association with McDonalds itself. People are interacting with the items, not the McDonalds brand - there's a big failure to connect to the imagery and activity to the brand and the product. An umbrella and a bouquet of roses will never represent McDonalds.
The only exceptions to what I just posted are the billboards with McDonalds Food in thought bubbles, and, ironically, those are the least interesting images in my opinion.
Would anyone like to have a picture with a humburger?
Sure. Why not? At least then it would be somewhat connected to the brand it's supposed to represent.
Why not? Would you?
It's treating people as idiots. Or, if actually they make pictures with a humburger background (which can't check out myself), then it is the right communication for the right people.
clever.. i love this work!!!
Simple ideas are the best !
I totally agree with nepstein, this is absolutely useless for the brand, I HATE IT
BBDO vs Leo Burnett
http://adsoftheworld.com/media/ambient/the_economist_lightbulb
which idea is smarter? you decide.
These campaigns are completely different from one another. The only similarity is that they both are interactive billboard campaigns.
Yes they're completeley different. One is brainless and stupid to death, the other one is a modern classic.
cool, ppls do talk about this for sure... and it attracts crowd too..
yeah but nothing to do with the brand
innovative promotional giveaways - www.jasgift.com
Whenever you can create a promotion that advertises your message but ALSO give someone something they can take/keep with them you can count the program a success
Trade Show Giveaways: Because making the right impression to potential clients takes more than just a smile.
Really cool, It's really nice to do in places with a big movement of tourists (all tourists carry a camera)