Weather-Reactive Outdoor

Agency Network: 
April 2018
McDonald's Outdoor Ad - Weather-Reactive Outdoor
McDonald's Outdoor Ad - Weather-Reactive Outdoor
McDonald's Outdoor Ad - Weather-Reactive Outdoor


McDonald’s is launching a national digital outdoor campaign that uses MET Office real-time data to bring to life April’s unpredictable weather conditions.

In order to take part in Britain’s favourite topic of conversation, Leo Burnett London turned the McDonald’s menu into weather icons to represent the live temperature and 5-day forecasts.

For example, an unwrapped burger represents the sun, while an upturned box of fries signifies rain. There are eight different icons to show how volatile April weather can be.

The ad breaks on April 26th and runs until April 28th with media planning and booking by OMD and Talon, production by Grand Visual, and campaign management and distribution through OpenLoop.

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

Advertising Agency: Leo Burnett, London, UK
Chief Creative Officer: Chaka Sobhani
Creative Director: Pete Heyes
Art Directors / Copywriters: Ben Newman, Liane Dowling
Designers: Paul Reddington, Kinda Savarino
Board Account Director: Vicki Reiz
Senior Account Manager: Steph Bates
Account Manager: Gracie Smith
Planning Director: Max Keane
Planners: Caitlin Morley, Catherine Owen
Agency Producer: Sarah Ioannou
Illustrator: James Andrews
Production Company: Grand Visual
Campaign Management Platform: OpenLoop
Media Planning / Booking: Talon and OMD
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