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Piccadilly signs

Agency Network: 
Published/Aired: 
December 2009
McDonald's:  Piccadilly signs
McDonald's Outdoor Ad -  Piccadilly signs

Description

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.

Outdoor advertisement created by Leo Burnett, United Kingdom for McDonald's, within the category: Food.

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
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Highest Rated

clubjas's picture

cool, ppls do talk about this for sure... and it attracts crowd too..
yeah but nothing to do with the brand

clubjas
Activity Score 230

innovative promotional giveaways - www.jasgift.com

Noor Salah's picture

Very cool

Noor Salah
Activity Score 34
nepstein's picture

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.

nepstein
Activity Score 197
Parsons School of Design
matks's picture

Would anyone like to have a picture with a humburger?

matks
Activity Score 482
Advertising
nepstein's picture

Sure. Why not? At least then it would be somewhat connected to the brand it's supposed to represent.

nepstein
Activity Score 197
Parsons School of Design
matks's picture

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.

matks
Activity Score 482
Advertising
Hibon's picture

clever.. i love this work!!!

Hibon
Activity Score 3734

Simple ideas are the best !

pandyllero14's picture

I totally agree with nepstein, this is absolutely useless for the brand, I HATE IT

pandyllero14
Activity Score 46
Copywriter
alansmithie's picture

BBDO vs Leo Burnett

http://adsoftheworld.com/media/ambient/the_economist_lightbulb

which idea is smarter? you decide.

alansmithie
Activity Score 14
Art Director at freelance
nepstein's picture

These campaigns are completely different from one another. The only similarity is that they both are interactive billboard campaigns.

nepstein
Activity Score 197
Parsons School of Design
matks's picture

Yes they're completeley different. One is brainless and stupid to death, the other one is a modern classic.

matks
Activity Score 482
Advertising
clubjas's picture

cool, ppls do talk about this for sure... and it attracts crowd too..
yeah but nothing to do with the brand

clubjas
Activity Score 230

innovative promotional giveaways - www.jasgift.com

Gasper's picture

Really cool, It's really nice to do in places with a big movement of tourists (all tourists carry a camera)

Gasper
Activity Score 44
Anhembi Morumbi
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