The world’s first ever walk-thru billboard formed part of the national launch of McDonald’s new brand affinity platform, ‘Fancy a McDonald’s?. It was created to show how an invitation to McDonald’s is more than an invitation to enjoy delicious food, but an invitation to let go of life’s pressures and just enjoy.
The converted billboard came to represent a small moment of release at a time when the nation needed it most. By night it was a typical poster, but during the day it came to life and transformed into a pop up restaurant, serving delicious McFlurry as well as an opportunity to chill out from the hustle and bustle of the city.
‘McDonald’s pioneers even faster food’
– The Drum
The response was incredible, people took part in their masses, with 12,000 visitors over the course of 4 days. Meaning thousands of ice cold McFlurry ice-creams were served, but more importantly, thousands of people were able to take a moment out of their busy lives and just enjoy.