McDonald's Egg McMuffins 'Rise' With the Sun in Synchronized Billboard Ads

Canadian Billboards Pulled Real-Time Sunrise Data

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In Canada, McDonald's ran these digital billboards which pulled real-time data to synchronize the rise of an Egg McMuffin with the sun. The campaign, which ran last fall for four weeks, used quick-changing frames to animate the McMuffin, reminding commuters on Vancouver's highways of breakfast at McDonald's. The idea, by Cossette, was the winning entry in Astral Media's 2014 Carte Blanche competition, which won McDonald's $50,000 of free media space to run on Astral Media's digital billboards.

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This digital billboard pulled real-time data to synchronize the rise of an Egg McMuffin with the sun, a timely reminder of breakfast at McDonald's.
Oct 17, 2014
Cossette Vancouver
McDonald's (Canada)
Creative Director:
Michael Milardo
Art Director:
Cameron McNab
Kate Roland
Director of Account Services:
April Haffenden
Director of Account Services:
Anne Buch
Account Supervisor:
Melissa Guillergan
Account Supervisor:
Karen Babiak
Production Supervisor:
Sue Barteluk
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